“We will continue to invest in the brand in a big way."
Gumtree has launched its second million-dollar brand campaign this year.
‘Shop Gumtree’ will run for 10 weeks, hitting nearly 200 large format sites and over a thousand bus shelters in metro and regional areas.
The campaign will be complemented by a digital screen campaign worth almost $2 million.
Gumtree CEO Tommy Logtenberg said this campaign clearly demonstrates the strength of commitment to ongoing investment in the brand and all of its platforms.
“We will continue to invest in the brand in a big way, and our actions are proving this," he said
"This second phase of the Shop Gumtree campaign is a million-dollar investment that reflects our commitment to making Gumtree top of mind for Australian shoppers."
This work follows on from the initial campaign launch in February 2024, with a focus on showcasing the wide range of items available on Gumtree.
Gumtree senior marketing manager Aaron Thomas said the campaign’s creative direction leveraged the success of the first phase and provided a strong launching pad for this next iteration.
“Our February brand campaign got Australians thinking about Gumtree before shopping elsewhere,” he said.
“In this campaign, we wanted to build on that by showing Australians the wide range of items they can find on Gumtree and to do it in a way that surprises and delights.
“We’ve done this through 12 different executions that are all playful and will no doubt put a smile on people's faces. We will also be running a 12-month brand screen campaign that highlights the wide range within our verticals.”
Credits:
Agency: We Meet at Last.
Creative Director/writer: Andrew Fraser
Art Director: Alaster Spiers
Motion Design: Izy Kali
