Gumtree tackles lowballers and timewasters in new 'Keep Gumtree Real' campaign via Pollen

JD 2.jpgGumtree has today launched a new campaign 'Keep Gumtree Real' via Pollen that aims to improve the buying and selling experience by encouraging trust and responsibility.
 
Gumtree has tackled this head on by once again collaborating with former TV host Jason Dundas to create a light-hearted, content-led campaign, which offers tips on online etiquette and buyer and seller best practice.

Says James Walmsley, senior marketing manager at Gumtree: "With over seven million Australians visiting Gumtree each month, we've built a community of people who love to search, discover and find unique items.

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image002.jpg"As a result of being an online marketplace, on occasion people often think they can get away with behaving in a way that they normally wouldn't in person.
 
"Keep Gumtree Real is about encouraging buyers and sellers to treat each other as they would in real life and to ensure their experience is as seamless as possible."
 
Launching with a series of creative videos hosted by Dundas that offer tips on buyer and seller best practice in a light-hearted way.
 
These include:
· Write an honest description: Be upfront, honest and accurate when listing an item.
· Be a time saver: While it's great to shop around to see what's available in the community, be respectful of other people's time and hold off meeting up with a seller until you're serious about buying an item.
· Show up on time: If you've set a time to meet a buyer or seller, stick to the plan and show up on time. If you can't make it, that's fine, just let the person know as soon as possible.
· Negotiate fairly: Do your research and negotiate on a price you think is fair - not an unrealistic amount.
· Be responsive: If you're going to be unreachable for an extended period of time, simply pause you're listing so you don't keep people waiting.

By following these tips, Gumtree users will be able to improve sale time and build a good reputation within the platform's local community, making it easier to have successful transactions in the future.
 
To complement the campaign, Gumtree has also announced its latest platform updates that are also aimed at encouraging trust and reliability. This includes the addition of profile pictures and trust markers on a seller's profile page which show average reply and response rate.
 
The campaign will be executed across social and owned channels and will be targeted at both new users (signing up), as well as existing users in an effort to improve user behaviour.
 
Creative Agency: Pollen
Production Company: Dundas Media
PR: Fuel Communications

6 Comments

Dunno hey said:

Is this what our industry has become?

Low budget content and how-to videos?

If you look at the last 20 CB posts, it certainly seems like it.

Ahh, ads. How I miss them.

An ad won't fix the issue but I like the work said:

This is a well put together execution - all the info and the way it's been entertainingly gathered up is great.

My grip is - There's a killer flaw in Gumtree. And that is probably the issue with the brief this agency got, which they have done an admirable job at. I've tried selling a car there and it was a nightmare.

The operational flaw in Gumtree is anonymity. People can get behind a keyboard and phony SMS spoofers and misrepresent themselves, and you can't rate the buyer or seller.

Which means people misbehave constantly and nigerian scammers and low ballers txt you in the dead of night with inane questions like 'best price?' and when you respond in a decent way they don't reply. I put my car on and every weekend I was fielding a flood of enquiries at 2am to the point where I thought it would blow up due to non-genuine enquiries.

Drove me bonkers, they have a lot to fix. Not sure what the magic bullet is, but it's not one execution. As nice as it is. But well done on the Vid guys - I do like it.

Copy Desk said:

Cool. A free lecture from Gumtree. Will we be tested on this?

Le race to le bottom said:

@Dunno hey: Answer you yes, clients, agencies and production companies have screwed everyone down the line for the almighty dollar, we get the advertising clients deserve.

Yeh I miss advertising too said:

The 70s were the best. Miss them so much too.

AnthonyC said:

Why would Gumtree do a release about a piece of content like this? Just makes them look desperate for press coverage.

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