GUMTREE Australia has embarked on a seven figure outdoor advertising campaign designed to reset the brand in the minds of Australian shoppers.

The company says the Shop Gumtree campaign tells consumers that not only should they shop with Gumtree but should choose Gumtree first “whether buying a car or a bed”.

Gumtree Group incorporates the trio of online auto sites: Gumtree Cars, CarsGuide and Autotrader.

The leading online marketplace has launched a national brand campaign that will be displayed on nearly two hundred and fifty large format outdoor advertising sites and on more than 1300 bus shelters across Australia. 

Tommy Logtenberg

The initiative is designed to deliver 120 million impressions to Gumtree.

The campaign is funded by a million dollar spend that the company says “is the first major step in restoring Gumtree as one of Australia’s most loved brands”.

Referred to internally as paint Australia Green, the campaign puts the very simple proposition that customers shop online at Gumtree and Gumtree Cars before they buy.

The campaign, which started this week, focuses heavily on outdoor advertising across every major capital city and regional areas. 

It will be supported by a smaller digital component which will go live across Australia.

Gumtree CEO Tommy Logtenberg said Shop Gumtree is a simple idea but speaks to deeper changes within the business.

“We are unashamedly going after Australia’s shopping public and this campaign has been designed to remind them why shopping with us isn’t just a good option, it should be their first option, whether looking for a car or a new bed.” Mr Logtenberg said.

“This campaign is big and impacting and that reflects the changes we’ve been making on the business. We’ve been investing heavily in user experience, in safety and in upgrades across the board. This campaign speaks to all of that. 

“We are investing in our brand, in our partnerships with dealers, and in the trust the public has with us when it comes to finding the perfect vehicle,” he said.

Aaron Thomas

Gumtree trade marketing manager Aaron Thomas led the project, bringing in creative consultancy We Meet at Last, and strategist, Gary Peace, to partner on the campaign.

“We are giving consumers a new way to think about Gumtree, as well as a new reason to try us.” Mr Thomas said.

“Internally, we’ve been referring to the campaign as painting the country green because we have secured close to 250 large format sites and 1304 bus shelter sites nationally. This is not a small-scale approach.

“The seven-figure investment will deliver close to 120 million impressions across Australia. It’s a strong, practical demonstration of new leadership within the business and a shared goal of reaffirming Gumtree as a loved and trusted Australian brand, Mr Thomas said.