Automotive retailers to benefit from launch of new Gumtree media campaign, celebrating its role as the place where Good Finds happen
- Online re-commerce site reveals Good Finds brand positioning campaign which leans into its 20+ year heritage in online classifieds
- Campaign across TV, VOD, YouTube and social media runs until end of 2021
- First step for the brand as it looks to build greater relevance with a younger, more climate-conscious and mobile-first audience
25 May 2021 Automotive retailers advertising with eBay Motors Group are set to benefit from the launch of a major new marketing and advertising campaign for Gumtree, the online re-commerce and classifieds platform, as it brings 'Good Finds' to life with a multimedia launch this week.
The high-profile campaign, masterminded by leading creative agency Wieden+Kennedy London - whose clients include Nike, Coca-Cola and Sainsbury - will feature on TV, VOD (video on demand), YouTube and across social media, including Twitch and TikTok.
"Gumtree has been making Good Finds happen for over two decades. For many that's a car, sold by a local franchised or independent dealer, for others it's a new sofa, job or even a flatmate. The new brand activity champions Gumtree's role as a connector and celebrates everything that people know and love about the website," said Hannah Rouch, Chief Marketing Officer, Gumtree UK.
Central to the Good Finds campaign will be the promotion of Gumtree as a platform for younger digital-savvy, mobile-first and climate-conscious consumers, where buying secondhand is viewed as a smart financial and sustainable choice.
"The witty humour at the heart of the campaign is targeted at 18-36 year olds and we believe this will help our dealer partners connect with this important demographic, especially as used cars and vans are among the key Good Finds on Gumtree," said Rouch.
The first of six 'Just Good Finds' adverts aired on Saturday 22 May, with the remaining ads rolling out over the course of May and June, including one highlighting Gumtree's role as a go-to local car buying platform. More Good Finds activity will run for the rest of 2021.
"For over 20 years Gumtree has been connecting people to help them find what they need when they need it, and this is as important and relevant today as it's ever been. We're here to help connect people together - it's something that we've made easy for our users and the refreshed brand position and the fun of our new creative really celebrates that," she said.
The Good Finds campaign can be viewed at: https://www.youtube.com/playlist?list=PLxc0jKPzOfSZIhE34HPSyvtKb0gt6aEsz