Gumtree launches treasure hunt style campaign from DDB Sydney

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’!”

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

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics Campaign cash DDB Sydney Gumtree PHD treasure hunt

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Comments: 3

whymorepageviews 12 Jun 14

how fresh and innovative. who said creativity is dead?

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Disgruntled 13 Jun 14

All those credits for such an ordinary idea….. hmmm a treasure hunt. Oh FFS ramp it up

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I wonder 13 Jun 14

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.

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