Gumtree Brand Relaunch

THE SCENE

As part of its major rebrand and repositioning, Gumtree needed a campaign that would inspire people to think about all their product categories e.g. Motors, Goods for Sale, Houses and Jobs. We developed a unifying thought which establishes a relevant and compelling role for Gumtree in people’s lives and drives them to the website.

INTO THE FOLD

The new strategy sees us position Gumtree within more emotional territory to build meaningful relationships with current and prospective customers, instead of focusing purely on transactions. Our launch ad, which introduces the new strapline: ‘Opportunity starts on Gumtree’, invites viewers to follow the journey of a father who buys his daughter a piano on the website and the world of opportunities that could arise. The second instalment, ‘Motors’, sees an older couple fantasise about the countless opportunities within reach after spotting a stunning red sports car for sale on the app. In the final film a young man finds a kitchen assistant role and imagines rising up the ranks in the culinary world. Whatever the outcome, opportunity starts on Gumtree.

THE IMPACT

As well as TV and cinema, the campaign ran nationally across VOD, radio, traditional and digital out-of-home, print and online. The opening ad received a 5-star rating on David Reviews with coverage gained in the Guardian, Campaign, The Drum and It’s Nice That. The work has increased brand identification by 6%, improved Gumtree’s comScore ranking from #32 to #20, resulted in a 5% increase in ad recall and 20% year on year growth in using users during campaign period.

quote We’re excited to now show the emotional relationship people have using Gumtree, with a beautiful new creative that truly reflects our values." Source: Hannah Wilson, Head of Marketing, Gumtree
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Celebrity Big Brother Sponsorship

THE SCENE

A deal bringing Gumtree together with Celebrity Big Brother 2015. Britain’s most famous house was decked out with items from Gumtree.com that consumers could then buy on the Gumtree website.

INTO THE FOLD

To bring to life the the idea, our first TV spot encouraged Gumtree users to post their furniture on the website, with a lucky handful picked to feature in the house. We also developed bespoke idents, comically portraying pieces of furniture as ‘housemates’, which featured in every ad break during the show. To close the month-long sponsorship, our final ad directed audiences to Gumtree.com where items from the CBB house were up for grabs, including this year’s twisted fairytale-inspired diary room chair.

THE IMPACT

By integrating Gumtree.com into one of the most popular shows on British TV, we’ve helped them to communicate how easy it is to find a great deal on the website to an audience of 3-4 million. The show’s launch night itself delivered Twitter impressions just shy of one million and the campaign goes down as the biggest ever in the history of Gumtree. Many of the online comments point out the sponsorship idents were more entertaining than the housemates!

quote Fold7 immediately understood and shared our belief that the furniture in the CBB house is just as important as the people in it.” Source: Sam Diamond,Head of Brand and Communications, Gumtree
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Find Your Success

THE SCENE

After introducing a new brand proposition in 2013 that focused on the success stories that happen every day on the classifieds site – with a particular focus on motors – Gumtree wanted to build on the proposition but with a wider appeal.

INTO THE FOLD

The new campaign encourages people to think differently about the unwanted items that occupy their homes, gardens, and garages. With a growing number of goods and services available on Gumtree, we introduced the notion of finding success, and the great number of places that it can be found. With a strong narrative and an idea that works across all channels, the campaign positions Gumtree as the place to buy and sell second-hand goods.

THE IMPACT

A 30′ TV ad, supported by seven 10′ ads, and activation across radio, video-on-demand and online.