Gumtree celebrates a decade with Aussie rebrand

Daisy Doctor
By Daisy Doctor | 16 July 2017

Gumtree has rebranded and launched a mass marketing campaign, including a new TV advert by Naked, as it marks a decade in business Down Under.

While the brands says "the colour palette were inspired by the Australian landscape and designed locally", the new logo is now identical to Gumtree's UK and US branding. The rebrand was first debuted in the UK and South Africa.

The overhaul is supported by a multi-channel marketing campaign that takes viewers on a journey around the world exploring some of the globe's most vibrant marketplaces and will go to air during MasterChef, Ninja Warrior, 9News and Game of Thrones TV shows.

As well as the campaign, Gumtree will unveil a six-part content series featuring X-Factor host Jason Dundas.

It will showcase the 'stories behind the transactions' as Dundas embarks on a road trip around Australia and interviews the owners of local marketplaces who have used Gumtree or 'Gummies'.

Gumtree Australia senior marketing manager James Walmsley calls the rebrand the most significant in Gumtree's 10-year history in Australia.

“The rebrand will take the brand confidently into the new era while still being true to its roots, by maintaining our focus on community,” Walmsley says.

“As with all changes we make at Gumtree, the rebrand has been driven by user feedback, to improve their experience on our site and in our community,” he adds.

'This is Gumtree: Australia's local marketplace', is the brand's new positioning.

As part of the rebrand, Gumtree is also improving its customer experience online, tweaking features including search and speed.

Walmsley says: “So many Aussies have had great experiences with the platform over the past decade – it's our job to tell their stories, their wins and the way Gumtree can help through every stage of life.

“With seven millions users, Gumtree is more than a trading website, it's Australia's local marketplace – a community focused destination that's rich in human exchange and experiences.”


Creative: Naked Communications

Design: Pollen

Media: PHD Sydney

PR: Herd MSL

Check out the Dundas series here:

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