Digital classifieds website Gumtree is to jump from the web to the airwaves from today in London as part of a bid to boost awareness and drive site traffic in the capital.
Four new 20 second radio ads will be broadcast over a month long campaign on Capital 95.8, Kiss 100, and Absolute 105.6 – culminating in a partnership with Capital’s drive-time show.
Created by (Beta) the slots are voiced by Suggs from Madness and Kikki Kendrick each piece is designed to impress upon listeners the different ways in which people access Gumtree.
The drive-time partnership meanwhile will follow in early October for one week with the theme ‘Win with Gumtree.com – whatever you need, get it on Gumtree’, a celebrity driven competition.
Jane Power, Head of Radio at media buyers 7stars commented: “Radio is a great fit for Gumtree, as it allows us to tactically target listeners based on their behaviour and moods throughout the day, while educating them about all that the site has to offer.
“Capital is a perfect personality match for Gumtree and the drive-time promotion with Greg Burns is a great opportunity to enhance the airtime campaign, allowing Gumtree to have a bit of fun while really engaging with the listeners.”
Martin Thomas, Planning Director, at (Beta) added: “Building on the success of our most recent TV campaign that has helped the business enjoy its most successful year to date, the radio campaign dramatises Gumtree's usefulness for every key stage in people's lives - in an authentic and engaging way, supporting the brand's overarching proposition of 'really useful connections’”