News

Gumtree launches treasure hunt style campaign from DDB Sydney

GUM3004 find a gem_960x240_Chair_R1[1] (1)Gumtree Australia has launched its first campaign from DDB Group Sydney since the agency won the account in a pitch in March.

The integrated tactical campaign aims to make Gumtree at the top of consumers mind throughout June. To do so, DDB has created a daily hunt on the site which customers are able to search for amongst the listings alongside a series of clues released daily to help users find $1000 cash rewards.

Sara McConkey, head of marketing at Gumtree Australia said: “We have thoroughly enjoyed working with DDB Group Sydney on our first campaign together and one which we are hugely proud of. We think it is a strong approach to help raise awareness of Gumtree and the wide range of categories housed on the site but also feel a competition is a great way to reward our existing loyal Gumtree fans.”

Promoting the cash competition is a radio partnership via PHD and social media engagement on Twitter and Facebook via Edelman and a series of press, outdoor and online ads created by DDB.

Paul Fraser, creative director at DDB Sydney, said: “Gumtree has an outstanding breadth and quality of ‘gems’ on its site. We really wanted to showcase these treasures and move away from the previous seller-focused messaging. This was carried from the treasure hunt concept right through to the campaign visuals we rolled out – we all love finding a ‘gem’!”


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Credits

Client: Gumtree Australia

  • Head of Marketing: Sara McConkey
  • Head of Core Operations: Grant Bryce

Creative Agency: DDB Group Sydney

  • Executive Creative Director: Dylan Harrison
  • Creative Director: Paul Fraser
  • Art Director: Kim Fraser
  • Copywriter: Chris Crawford
  • Managing Partner: Kate Sheppard
  • Account Director: Topher Jones
  • Account Manager: Tara Beckefeld
  • Planning Partner: Fran Clayton
  • Planning Director: Anna Bollinger
  • Print Producer: Brett Griffiths
  • Digital Production: Tribal Worldwide Sydney
  • Digital Producer: Angela Diamant
  • Technical Director: Ferdinand Haratua
  • Competition Management: Mango
  • Account Director: Ben Greenslade
  • Account Manager: Alexander Masson

Social Agency: Edelman

  • Senior Account Director: Carla Webb
  • Digital Account Manager: Jennifer Ngai
  • Social Media Creative: Pauline Linton
  • Account Manager: Kate Spencer
  • Copywriter: Cameron Stead
  • Community Manager: Hannah Shields

Media Agency: PHD

  • Comms Planning Director: Sara Kootbaully
  • Business Director: Amy Francis
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