Gumtree ‘paints Australia green’ with large scale OOH campaign
Online marketplace Gumtree has launched a new national brand campaign, in its first step to restoring its reputation as one of Australia’s most loved brands.
Underpinned by a $1 million ad spend, the campaign will touch nearly 300 large format OOH sites across Australia, simply inviting customers to shop Gumtree before they buy.
“We are unashamedly going after Australia’s shopping public, and this campaign has been designed to remind them why shopping with us isn’t just a good option, it should be their first option, whether looking for a new bed, a car or a surfboard,” said Gumtree’s CEO, Tommy Logtenberg.
“This campaign is big and impacting, and that reflects the changes we’ve been making on the business.
“We’ve been investing heavily in user experience, in safety, in upgrades across the board, and this campaign speaks to all of that.”
The campaign focuses heavily on OOH across every major capital city, as well as regional areas, and will be supported by a digital component.
Gumtree’s trade marketing manager, Aaron Thomas, led the project with freelance strategist Gary Peace, and creative consultancy We Meet at Last.
“We’re giving consumers a new way to think about Gumtree, as well as a new reason to try us,” he explained.
“Internally, we’ve been referring to the campaign as ‘painting the country green’ because we have secured close to 250 large format sites and 1,304 bus shelter sites nationally. This is not a smallscale approach.
“The seven-figure investment will deliver more than 120 million impressions across Australia. It’s a strong, practical demonstration of new leadership within the business and a shared goal of reaffirming Gumtree as a loved and trusted Australian brand,” Thomas said.
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