Gumtree Australia extends its Buy. Sell. Win campaign with fresh work via Naked Sydney
Gumtree Australia has launched its latest advertising campaign, which extends on the existing Buy. Sell. Win brand campaign released in the second half of 2015 via Naked Sydney.
The repositioning of Gumtree as Australia’s favourite place to buy, sell and win has driven a significant increase across key metrics, including reaching more than three million live listings and three million daily visits for the first time in the site’s history.
The leading community marketplace reports total listings jumped following the Christmas period across key seasonal categories including: furniture, appliances, clothing, sport & fitness and books & games. Alongside total listings and visits, Gumtree has also notched up close to 200,000 live car listings.
Says Martin Herbst, general manager for Gumtree Australia: “This is an exciting time for Gumtree. We’re experiencing unprecedented growth and are seeing record numbers of people visiting the site. We’re very proud of what we have achieved to date and we’re committed to ensuring that Gumtree remains an easy way for Australians to buy or sell just about anything in their local communities.”
Phase two of the Buy. Sell. Win campaign brings to life the many ways Australians can buy and sell smarter on Gumtree. The campaign includes refreshed creative and a social competition and will appear across social platforms, digital and outdoor.
The refreshed campaign creative tells the story of both the buyers and sellers on Gumtree, with particular focus on the site’s autos and household items category. The creative features real life stories of Gumtree users including their names, the items sold and the money they made and also depicts Gumtree’s vibrant community marketplace and the ease of the connections which are made across the platform every day
In line with the refreshed creative, a competition #ShareYourAd has launched on Gumtree’s social channels. The competition encourages users to share their ad on social media for the chance to win upgrades to the ad, to drive more buyers to the ad and ultimately result in a win for the seller.
The integrated campaign runs until March, includes a suite of OOH and online executions created by Naked Sydney, with media buying from PHD, and social and PR strategy by Edelman Australia.
Creative Agency: Naked
Executive Creative Director: Jon Burden
Art Director: Daniel Davison
Copywriter: Ashley Wilding
Producer: Phillip Ball
Chief Strategy Officer: Brett Rolfe
Account Director: Natalie Hellon
Account Manager: Brigitte Dagg
Media buying: PHD Sydney
Business Director: Amy Francis
Business Planning Director: Kate Milligan
Communication Planner: Dixie Garcia
Social Strategy: Edelman Australia
Head of Social: Pauline Linton
Senior Community Manager: Drew Collins
Strategist: Julian Frundt
PR: Edelman Australia
Account Director: Kate Spencer
Senior Account Executive: Debra Hole
Assistant Account Executive: Harriet Persse
2 Comments
Back to form for Naked! Great to see an agency stretching its strategic and creative muscles to the limit, testing how far they can take things, shaking up the industry a little.
A print campaign about real people selling stuff online is cool, edgy, brave and fresh. Finally an agency whose work matches their offices.
@dude the second phase to a DDB idea launched in ’15