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Gumtree targets time-wasters and dishonest sellers in social campaign

Online marketplace Gumtree has launched a new campaign – Keep Gumtree Real – which aims to improve the user experience by encouraging trust and responsibility.

Former TV host Jason Dundas fronts the campaign offering up tips on online etiquette and highlighting the most annoying practices on the site. 

James Walmsley, senior marketing manager at Gumtree, said the campaign aims to bridge the gap between the on and offline worlds.

“With over seven million Australians visiting Gumtree each month, we’ve built a community of people who love to search, discover and find unique items,” he said.

“As a result of being an online marketplace, on occasion people often think they can get away with behaving in a way that they normally wouldn’t in person.

“Keep Gumtree Real is about encouraging buyers and sellers to treat each other as they would in real life and to ensure their experience is as seamless as possible.”

The campaign was created by creative agency Pollen, with production by Dundas Media. It will be executed across social and owned channels with the hope of recruiting new users and improving the behaviour of those who already engage with the site.

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