Gumtree, a UK classifieds site, has launched a TV campaign marking the latest phase of the brand’s 2018 ‘Make It Happen’ strategy.
Used by one in three people in the UK, Gumtree is aiming to increase its connection to consumers with a multi-million-pound investment in above the line this year.
Moments of transition
The new spot from Fold7, launched on TV and VOD (ITV Player, All4 and Sky Go), is designed to deepen its relevance to consumers at moments of transition and change in their lives. The spot, which appears in 30 second and 10 second instalments, features a couple using the Gumtree app as they go through key turning points in their lives. From furnishing their new house and swapping a push bike for a buggy, to upsizing the family car, the scenes illustrate the power and fluidity of the Gumtree app as a companion at life-changing moments.
Hannah Wilson, MD, Gumtree UK said: “This new campaign is about getting people to think differently about Gumtree and inspiring them with the endless opportunities open to them in their local communities. We’re always trying to be relevant in people’s lives, which is why we’ve focused our new campaign on celebrating the role Gumtree plays at key turning points.”
Building on the 2016/17 ‘Opportunity Starts on Gumtree’ campaign, Make It Happen combines the emotional side of opportunity with a call to action, designed to drive user activity on the site and app. Already this year, Gumtree has announced its joint motors partnership with parent company, eBay, and unveiled a new Jobs from Gumtree proposition.
The launch of Gumtree’s TV campaign follows its recent announcement of a campaign partnership with Magic FM, which saw Gumtree become the headline sponsor of Magic Breakfast with Ronan Keating and Harriet Scott. The Turning Points campaign will also appear in Out Of Home, with support from media buying agency, the7stars.