As part of a major repositioning, we moved Gumtree away from being purely transactional and being seen as a place of last resort, and put the brand in a more emotional space.

Our relaunch ad introduced the new strapline: ‘Opportunity starts on Gumtree’, and 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’, saw 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, press and online. The work increased brand identification by 6%, resulted in a 5% increase in ad recall and 20% year on year growth in users during the campaign period.