Gumtree repositions brand messaging with new advertisements for ‘Buy. Sell. Win.’ campaign

Online marketplace Gumtree has repositioned its branding with a new series of ads positioning itself as a place to buy and sell everything you need for different phases of your life.

The “Buy. Sell. Win.” campaign, by creative agency DDB Group Sydney and production company Moth, takes a light-hearted look at the results of transacting through the website.

The TVC follows the transactions of a man, from getting his own house and kitting it out through to marriage and having a family.

The out of home creative includes a reference to the basic business model of “Buy for less. Sell for more. Win a better bank balance.” as well as a more tongue in cheek scenario: “Buy a small car. Sell your big car. Win at parking.”

Gumtree Buy Sell Win_02

Sara McConkey, head of marketing and PR at Gumtree Australia, said the fully integrated campaign has come off the back of “extensive research” into its core audience, which found users were driven by the joy of winning.

She added: “Buy. Sell. Win. highlights the benefits of buying and selling on Gumtree by depicting the ‘wins’ people can have through using the site.”

“The Buy. Sell. Win. communication takes a light-hearted look at users’ personal motivations, demonstrating the broader opportunity to get ahead with Gumtree. Both tonally and visually, the work represents a new direction for the brand.”

The campaign will run until mid-September, and includes 45’’, 30’’ and 15’’ TV commercials and a suite of out of home and online executions.


Creative Agency: DDB Group Sydney

  • Chief Creative Officer: Toby Talbot
  • Creative Partner: Pete Galmes
  • Creative Team: Anna Paine & Owen Bryson
  • Lead Designer: Domenic Bartolo
  • Managing Partner: Kate Sheppard
  • Senior Business Director: Topher Jones
  • Planning Director: Anna Bollinger
  • TV Production: Caroline David & Claire Seffrin

Production Company: Moth

  • Director: Steve Hudson
  • Producer: Marge McInnes

Media buying: PHD Sydney

  • Business Director: Amy Francis
  • Business Planning Director: Kate Milligan
  • Investment Manager: Sheetal Nand
  • Communication Planner: Dixie Garcia

Social Strategy: Edelman Australia

  • Social Media Creative: Pauline Linton
  • Community Manager: Matthew Dunn
  • Community Manager: Hannah Shields
  • Strategist: Julian Frundt

PR: Edelman Australia

  • Senior Account Manager: Kate Spencer
  • Senior Account Executive: Debra Hole
  • Assistant Account Executive: Harriet Persse

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