GUMTREE

TEST DRIVE

Brand Campaign, Digital, OOH, Radio

Problem

Researched showed that even amongst users, Gumt...

ree had a low association with vehicles. So the challenge was to promote and drive the Gumtree premium offering in the automotive sector to compete with other online car sites, as well as continuing to increase overall brand awareness.

Solution

Naked created a tongue-in-cheek approach to sel...

ling cars by leveraging pre-existing associations with premium brands such as BMW, Jeep and Volkswagen and educating consumers that these brands are widely available on Gumtree. The six-part creative series tapped into instantly recognisable taglines that resonate with consumers in the Australian market. The campaign, focused on the growing automotive category which currently boasts more than 180,000 live listings, made Gumtree the online destination with more used cars than anywhere else.

The Work

OOH / Digital