‘We call it Gumtree’: Online marketplace rebrands for its 10th Australian anniversary

Online classified advertising website Gumtree is rebranding as part of marking the 10th anniversary of its Australian operations, including a new series of television commercials to show off the site’s revamped look and improved functionality, the company announced today.

The eBay-owned website is looking at simplified processes for buyers and sellers, 24/7 support, and new payment options to shore up its market position following its move into banner and programmatic advertising last year.

“It was the first stage of a two-part process and Monday is the second part coming into action,” James Walmsley, Gumtree Australia, told Mumbrella last week.

“We did a site refresh in 2016. It was off the back of trying to broaden the perception of the quality and the number of items we have on Gumtree,” he said of the redesign which has already been rolled out in the UK and South Africa.

Citing Nielsen figures which show the site having 7m Australian users and being one of the nation’s top 20 digital destinations, Walmsley sees the rebranding as building on the service’s appeal.

“When it comes to the role of our rebrand is doing, this is part of what we’re doing with the brand, it’s to get people to reappraise Gumtree. We have an incredibly high reach and we want to build it further,” he said.

“It’s not just a redesign of the site, users said they don’t want an improved a look and feel but increased functionality as well. That’s key to what we’ve done,” Walmsley explained.

Some of the increased functionality will include the introduction of 24/7 live chat, more visible customer community support, better category classifications and the launch of a new jobs app as well as options to pay with cash or PayPal.

The refreshed identity will push a new brand proposition: ‘This is Gumtree. Australia’s local marketplace’ with a new television commercial as part of a multi-channel marketing campaign across TV, outdoor and digital.

In addition, Gumtree’s shift into programmatic advertising is also going well, Walmsley said: “Our media part of the business is doing really well, at the end of last year we announced a move to being a programmatic first approach as a publisher to attract top brands to advertise on our site.”


Design Agency: Pollen
Creative Agency: Naked
Media buying: PHD Sydney
PR: Herd MSL
PR Content Production: Jason Dundas/Dundas Media
TVC Production: Eddy Bell/Eight


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