Gumtree Australia launches new ‘Find a Gem on Gumtree’ competition via DDB Group Sydney

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