Gumtree: Finding the good in neighbourhood

Gumtree, an online classified advertisement and community website, launched a TVC and DOOH campaign in the UK to encourage people to be more neighbourly.

Campaign details

Brand: GumtreeClient: eBayAgency: Fold7

Summary

This is a story about turning things around for a brand that had started to look like it was losing its way as new, shinier competitors flooded the market.

As the first online classifieds site to launch in the UK, Gumtree was weighed down by all the baggage that came from being a first-generation platform: overlooked by consumers in favour of newer brands, outpaced by the competition on tech and functionality, and saddled with all of the trust issues pertaining to the wider category by virtue of being...

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