Gumtree Australia has recently launched its first national competition with an integrated tactical campaign led by DDB Group Sydney, the first from the agency since being awarded the Gumtree account in March.
The inaugural campaign, Find a Gem on Gumtree, looks to keep the brand
top of mind for the month of June through a daily hunt on Australia's
leading classifieds site. During the month-long competition, green-gem
visuals are hidden amongst Gumtree's 1.5 million live listings with a
series of clues released daily to help users find $1000 cash rewards.
Says
Paul Fraser, creative director at DDB Sydney: "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'!"
In addition to a strong promotional
campaign currently rolling out, including a radio partnership via PHD,
and social media engagement on Twitter and Facebook via Edelman, DDB
Group Sydney have created a series of press, outdoor and online ads.
Says
Sara McConkey, head of marketing at Gumtree Australia: "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."
In line with the
goods housed on the site, users have to be quick to find the gems to
avoid missing out. Past gems and future clue releases are available at www.gumtree.com.au/findagem.
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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