Gumtree encourages Aussies to get a head start with new automotive campaign via Naked Comms

GUM0016 Showcase 4200x2100 @33 BMW (1).jpgGumtree Australia has launched its latest advertising campaign via Naked Communications, with a tongue-in-cheek approach to selling cars in the lead up to the end-of-financial year sale period for automotives.

The refreshed automotive creative, Test Drive Gumtree, has been designed to leverage pre-existing associations with premium brands such as BMW, Jeep and Volkswagen by educating consumers that these brands are widely available on Gumtree. The six-part creative series taps into instantly recognisable taglines that resonate with consumers in the Australian market.
GUM0016 Showcase 4200x2100 @33 Hilux (1).jpgThe campaign focuses on the growing automotive category, which currently boasts more than 180,000 live listings, making Gumtree the online destination with more used cars than anywhere else.

In addition to providing a competitive marketplace to sell a GUM0016 Showcase 4200x2100 @33 Honda (1).jpgcar, Gumtree delivers exposure to 7.4 million unique visitors per month - with daily visitors of up to three million per day in Australia.
As the #12 digital brand website in Australia, Gumtree hopes to continue to shift the way Australians buy and sell goods, including substantial GUM0016 Showcase 4200x2100 @33 JEEP (1).jpgpurchases like cars, to further foster a vibrant community marketplace that features a variety of products across a number of categories.

Says James Walmsley, senior marketing manager for Gumtree Australia: "This is an exciting time for Gumtree as we continue to build GUM0016 Showcase 4200x2100 @33 Mazda (1).jpgawareness around the premium products available on our site, particularly within the automotive category. We saw this as an opportunity to bring the customer's focus back to the brand and the quality of the product available on Gumtree."

Says Jon Burden, executive creative GUM0016 Showcase 4200x2100 @33 VW (1).jpgdirector for Naked Communications: "People are very familiar with car advertising, but don't realise they can get great cars on Gumtree. We've had fun bringing well known auto brands and Gumtree together, to encourage people to Test Drive Gumtree when they're in the market for a set of wheels, because taking something for a test drive is always a good idea."

The integrated campaign runs until 2 July, includes a suite of OOH and online executions created by Naked, with media buying from PHD, and social and PR strategy by Edelman Australia.

Creative Agency: Naked
Executive Creative Director: Jon Burden
Art Director: Alaster Spiers
Copywriter: Mike Geugan
Producer: Phillip Ball
Chief Strategy Officer: Brett Rolfe
Account Director: Natalie Hellon
Account Manager: Alice Marrows
Studio Manager: Ryan Wrigley
Media buying: PHD Sydney
Business Director: Amy Francis
Business Planning Director: Kate Milligan
Digital Manager: Jose Almeida
Investment: Amy Walker and Tegan Gregory
Social Strategy: Edelman Australia
Head of Social: Pauline Linton
Senior Community Manager: Drew Collins
Junior Community Manager: Laura Currie
PR: Edelman Australia
Account Director: Jessica Somers
Assistant Account Executive: Harriet Persse


Dan O said:

These are great!

eh? said:

I thought DDB had the Gumtree business??

pepemouse said:

Nice looking autos!

philw said:

nice work spiers and guegan - tallest creative team ever?

Jerome said:

Love it!

Really? said:

Did they really need to hire a creative agency to come up with this? Could have been done in house, no?

NO said:


Obviously no, they didn't. Because this isn't creative.

Short Attention Span said:

Really liked these earlier today, but now I'm bored already.

Over charged said:

Image what this cost with all the names against it.... Same old industry, same old over stacked structures

So much.. said:

Wrong with this.. The way it is talked about.. Is this a campaign or are they just banners or OOH?

Either way, it's not rocket science.

You could argue for brand association, you could argue that people don't really know they can buy a car on gumtree, so maybe, thats a tenuous link.

This is just average copy lines on top of a brand colour. What has the client paid for? What is the client doing? Madness.

Remember the days when Naked was actually an agency, not 4 people sitting in a room hoping for the good old days?

Ken said:

Having your auctions listed on Gumtree is a big advantage. Anyway, great article.

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