Gumtree set for new £1m+ TV ad campaign to promote core business offer


By The Drum Team, Editorial

April 16, 2012 | 2 min read

Online advertising platform, is set to roll out a nationwide campaign, with a focus on promoting its three core business areas; jobs, motors and goods-for-sale.

The ‘Quick Conversations’ campaign, said to be worth over £1m, has been developed by creative agency [Beta] and is also the first full campaign to be produced by Giddy Productions, with media planning and buying from the7stars.

Rolling out from tonight (16 April), the campaign will include three adverts that will promote the end-to-end transactions that are at the heart of the site’s offer and aim to highlight the personal nature in which its buyers and sellers operate.

Hamish Stone, head of marketing at Gumtree said: “Our previous ad campaigns really paid dividends for us, driving those looking to buy or sell their goods on Gumtree in record numbers. The new ads are all about bringing people together. They clearly communicate how quick and easy it can be to make money through Gumtree by selling your unwanted car or telly. We’re also delighted to promote our Jobs service through this campaign, showcasing how Gumtree provides millions of jobseekers with great opportunities every month. Recent Gumtree research has shown the average UK household has over £3,500-worth* of unused items, so we’re not expecting the growth of Gumtree to slow any time soon.”

Nick Maddison, the7stars, added: “Since 2010 we’ve helped Gumtree grow by focussing media activity in regions that delivered the largest potential – this targeted and agile strategy has ensured the most efficient growth trajectory. This new engaging creative work being shown across April, May and June will help drive Gumtree to new heights”.

Garry Lace, founding partner for [Beta] also explained: “These new ads for Gumtree incorporate a directness and clarity, in addition to a sense of warmth, which reflects the user experience on With an added sense of humour, we’re confident the ads will stick in the viewers’ minds and create a talking point and inspire the millions of people who will see them in the coming weeks.”


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