Gumtree begins push to become a leading digital player in rebranding campaign

Gumtree launches its above the line campaign today (15 January) following on from last week’s major rebrand as the site strives to put itself at the forefront of digital innovation.

The campaign ‘Opportunity starts on Gumtree’ was created by Fold7, and is the first of a series of ads created by the agency. It tells the story of a father who buys his daughter a piano on Gumtree.

The 30-second ad launches on Monday (18 January) across Channel 4, Five and Sky. It will also appear in cinema ads for The Danish Girl, In The Heart of the Sea and The Revenant from 22 January.

The campaign will run nationally across VOD, radio, traditional and digital out-of-home, print and online, with media strategy and implementation managed by the7stars.

The rebrand is the company's most substantial marketing outlay since it was founded in 2000, and has introduced a new logo, brand identity and tone of voice, improved functionality of its website, a slim-lined mobile app, as well as a slew of safety features and live communications tools. The company has also focused on offering better customer service, setting up a dedicated Twitter account to allow for 24 hour response.

Through the rebranding campaign, Gumtree hopes to compete for the spot of leading digital brand in the UK.

Hannah Wilson, head of marketing at Gumtree, said: “We set out to create a campaign that highlights the many opportunities Gumtree enables for people. Our previous campaigns have focussed on the fact that we are local, free and easy. We’re excited to now show the emotional relationship people have using Gumtree, with a beautiful new creative that truly reflects our values.”

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Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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