By John McCarthy | Media editor

Fold7

|

gumtree article

February 12, 2015 | 2 min read

Gumtree has launched an above the line campaign informing viewers how easy it is to buy and sell goods on the classified ad website.

The TV slots, created by Fold7, feature a soundtrack inspired by the catchy Ian Dury and the Blockheads’ song ‘Reasons to be Cheerful’.

Launched on 9 February, the ads have aired on ITV, C4, C5 and across the digital network. These were backed by fully integrated YouTube, Facebook and Twitter campaigns.

Hannah Wilson, head of marketing at Gumtree, said: “We hope our key message of ‘Easy Buy, Easy Sell’ and catchy song choice resonates with users and non-users alike, keeping them humming long after they’ve seen the TV adverts.”

Rob Nielsen, creative director at Fold7, added: “This campaign is all about how easy it is to buy and sell on Gumtree. By repurposing ‘Reasons To Be Cheerful’, we’re able to bring quite a functional proposition to life and wrap it up in a way that people will find engaging.”

An outdoor campaign will kick off 16 February in major UK shopping centres bolstered by a radio campaign voiced by DJ Tony Blackburn.

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