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.