Gumtree launches treasure hunt style campaign from DDB Sydney
![GUM3004 find a gem_960x240_Chair_R1[1] (1)](https://mumbrella.com.au/wp-content/uploads/2014/06/GUM3004-find-a-gem_960x240_Chair_R11-1.jpg)
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.
how fresh and innovative. who said creativity is dead?
All those credits for such an ordinary idea….. hmmm a treasure hunt. Oh FFS ramp it up
DDB had 16 people involved to come up with the concept and creative for a treasure hunt? Seriously?
I’m surprised the DDB cleaner didn’t get a run at this one too.
Gumtree would be wise to focus on sellers considering their owner eBay is doing everything they can to get rid of sellers. The reason there’s gems on Gumtree is because the sellers are sick and tired of eBay’s huge fees, mandatory offer of Paypal for payment (more fees to eBay) and draconian seller rules.