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.
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.