Online marketplace Gumtree has launched its second brand campaign this year with a strong focus on the automotive sector.
The million-dollar campaign is designed to reach a broad audience through nearly 200 large format sites and a thousand bus shelters in metro and regional areas. A digital screen campaign will accompany this.
Gumtree chief executive Tommy Logtenberg says the automotive sector is a crucial part of Gumtree’s business strategy and growth.
“We have featured cars heavily in the campaign executions, plus standalone car-specific executions. ‘Ute-opia’ is a personal favourite,” Logtenberg says.
“This campaign demonstrates our commitment to investing in the brand across all our platforms, ensuring Gumtree remains on top of mind for Australian shoppers,” he says.
Senior marketing manager Aaron Thomas says the campaign’s creative direction builds on the momentum of the first phase.
“Our February brand campaign got Australians thinking about Gumtree before shopping elsewhere.
“This time, we wanted to go further by showcasing the wide range of items, especially vehicles, found on Gumtree. We’ve done this through 12 different executions designed to surprise and delight.
“The campaign will also run a 12-month brand screen campaign highlighting the variety within our verticals with a special focus on automotive offerings,” he says.
Logtenberg says this is just the tip of the iceberg for the Gumtree business.
“Investing in brand marketing is just one part of our broader strategy to make Gumtree one of the most loved Australian brands,” Logtenburg says.
“Over the next six months, we’re rolling out a total overhaul of the Gumtree user interface and experience, introducing a wide range of new payment methods, plus we’re regularly deploying new safety measures to protect our buyers and sellers from scams.”
“The automotive segment is growing, with CarsGuide continuing its dominance as the number one editorial source for the year to date,” he says.
The ‘Shop Gumtree’ campaign is expected to deliver over 91 million impressions in metro Australia, plus further impressions in regional areas, further solidifying Gumtree’s position as a destination for buying and selling vehicles.
