Behind the scenes at Gumtree’s upcoming campaign
Gumtree, alongside creative agency Fold7, is readying a new, multi-platform campaign that is set to hit a TV screen near you on 19 February. And on one rather chilly day in January The Drum was invited to a cul-de-sac in South London for a behind the scenes peek at what viewers can expect.
Sam Diamond, Gumtree’s head of marketing, explained that the idea behind the activity follows on from last year’s ‘Success!’ campaign, which featured impressively bearded comedian Sanderson Jones.
“The idea is still behind success and we’ve told a series of successful stories, of buyers and sellers coming together. This year we’ve featured some of our most popular items like a sofa, a bike, a wardrobe, a car, a scooter etc. All things that are really popular on our site and stand for what we do.”
The ad being shot that day followed the narrative of a middle-aged man buying a slick sports car, revving the engine eagerly before shaking the hand of the seller. Simple, yes, but Diamond explains that this is what the theme is centred around.
“Happy buyers and happy sellers, that’s what the ‘Success!’ narrative is all about,” he said. “For each of them we want viewers to look at them and feel like ‘ah Gumtree is for people like me’.”
Indeed, for the seven 10-second vignettes there are people of different ages and origins and the relatively unremarkable location was specifically chosen for appearing like it could be anywhere in the UK.
“All of that is so people feel comfortable about the fact that it’s just people coming together and there’s fantastic bargains to be had on the site and a deal in your neighbourhood,” said Diamond.
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