Gumtree Australia Starts 2016 With Refreshed Brand Campaign

Gumtree Australia Starts 2016 With Refreshed Brand Campaign

Gumtree Australia has launched its latest advertising campaign, which extends on the existing Buy. Sell.Win brand campaign released in the second half of 2015.

Edelman PR
Posted by Edelman PR

The repositioning of Gumtree as Australia’s favourite place to buy, sell and win has driven a significant increase across key metrics, including reaching more than three million live listings and three million daily visits for the first time in the site’s history.

The community marketplace reported total listings jumped following the Christmas period across key seasonal categories including: furniture, appliances, clothing, sport & fitness and books & games. Alongside total listings and visits, Gumtree has also notched up close to 200,000 live car listings.

Martin Herbst, general manager for Gumtree Australia, commented, “This is an exciting time for Gumtree. We’re experiencing unprecedented growth and are seeing record numbers of people visiting the site.

“We’re very proud of what we have achieved to date and we’re committed to ensuring that Gumtree remains an easy way for Australians to buy or sell just about anything in their local communities.”

Phase two of the Buy. Sell. Win campaign brings to life the many ways Australians can buy and sell smarter on Gumtree. The campaign includes refreshed creative and a social competition and will appear across social platforms, digital and outdoor.

The campaign creative tells the story of both the buyers and sellers on Gumtree, with particular focus on the site’s autos and household items category. The creative features real life stories of Gumtree users including their names, the items sold and the money they made and also depicts Gumtree’s vibrant community marketplace and the ease of the connections which are made across the platform every day.

In line with the refreshed creative, a competition #ShareYourAd has launched on Gumtree’s social channels. The competition encourages users to share their ad on social media for the chance to win upgrades to the ad, to drive more buyers to the ad and ultimately result in a win for the seller.

The integrated campaign runs until March, includes a suite of OOH and online executions created by Naked Sydney, with media buying from PHD, and social and PR strategy by Edelman Australia.

Agency credits:

Creative Agency:

Naked

  • Executive Creative Director: Jon Burden
  • Art Director: Daniel Davison
  • Copywriter: Ashley Wilding
  • Producer: Phillip Ball
  • Chief Strategy Officer: Brett Rolfe
  • Account Director: Natalie Hellon
  • Account Manager: Brigitte Dagg

Media buying:

PHD Sydney

  • Business Director: Amy Francis
  • Business Planning Director: Kate Milligan
  • Communication Planner: Dixie Garcia

Social Strategy:

Edelman Australia

  • Head of Social: Pauline Linton
  • Senior Community Manager: Drew Collins
  • Strategist: Julian Frundt

PR:

Edelman Australia

  • Account Director: Kate Spencer
  • Senior Account Executive: Debra Hole
  • Assistant Account Executive: Harriet Persse