Gumtree’s latest campaign sees the classifieds website hit the road for the Gumtree Roadshow.
Four local markets were handpicked to host the activity, with a little help from Foxtel’s Aussie Pickers.
The integrated campaign, led by Edelman Australia, includes PR, experiential, social and digital elements, and launched on the Gumtree Facebook Page, with the community called upon to vote for the official roadshow truck and trailer wrap design.
Sara McConkey, head of marketing, Gumtree Australia said: “The Gumtree Roadshow is an offline representation of the website and shows Aussies the breadth of goods and services available. Everything within the market stall, from the furniture, signage and entertainment, truck and juice bar, was exclusively sourced from Gumtree.com.au.”
A dedicated campaign page was created as an extension of the website. The page includes details on each market as well as branded and user-generated social content from Facebook, Twitter, Instagram and YouTube.
Edelman was responsible for the creative concept, content, PR, social and digital implementation; partnering on experiential with The Projects, media with PHD and styling by Paige Noelle.
Client – Gumtree Australia
Lead Agency – Edelman
Digital – Edelman
Social – Edelman
Experiential – The Projects
Media – PHD
Stylist – Paige Noelle