Gumtree.com, the UK’s no.1 classifieds website, has launched its first ever TV advertising campaign. The series of 30” and 10” spots will be aired across the ITV and ITV digital network across a five week period.
The £300,000 campaign was developed in collaboration with (Beta) London, Chicken Soup Productions, Airside and Envy.
An online local noticeboard, Gumtree.com connects 13.7 million people across the UK to buy, sell, find or swap anything from cars, jobs, property, goods and services within their local neighbourhoods.
The animated creative illustrates the offer and ease of use by using a Gumtree to visually represent a noticeboard; characters place items in the tree’s branches and then others climb the tree to claim what they want. The characters are all voiced by real Gumtree.com users that were recruited through an ad placed on the website.
“2010 is shaping up to be a strong year for Gumtree.com. We have already run outdoor advertising in the spring to support the launch of the evolved site and this new national TV advertising campaign is the next step in raising awareness,” said Sam Taylor, Head of Brand and Communications at Gumtree.com
“We are looking at exciting builds on these foundations in the future.”