Close
Close
Gumtree
Opportunity
Services
- Strategy
- Advertising
- Content
- Social
Scroll
The Context
Gumtree came into the Fold suffering from poor brand perception, with the public seeing it as a ‘place of last resort’ for buying or selling second hand goods.
The Opportunity
The brief was to reinvigorate the brand, while at the same time raising awareness of its wider offering.
We saw an opportunity to take Gumtree from drab to fab, shifting the conversation from functionality to emotion. We tapped into the insight that a purchase on Gumtree isn’t just a transaction; it’s the start of something potentially much more exciting.
We saw an opportunity to take Gumtree from drab to fab, shifting the conversation from functionality to emotion. We tapped into the insight that a purchase on Gumtree isn’t just a transaction; it’s the start of something potentially much more exciting.
PLAY FILM
Our relaunch campaign introduced the new strapline: ‘Opportunity starts on Gumtree’, and invited 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.
PLAY FILM
The second instalment, ‘Motors’, saw an older couple fantasise about the countless opportunities within reach after spotting a stunning red sports car for sale on the app.
PLAY FILM
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.
20%
YoY growth in unique users
3%
shift in consideration in goods for sale
6%
increase in brand identification
28%
car listings increased YoY
00%