Gumtree Marks 10 Years in Australia with Bold New Campaign From Naked

Gumtree is celebrating its 10th anniversary in Australia with a bold rebrand, improved site functionality, and a campaign developed in conjunction with Naked.

As one of the pioneers of the sharing economy, Gumtree’s new brand identity now matches the innovation, development and the core focus that has been going on behind the scenes over the last decade.  This fresh identity is encapsulated in the new brand proposition: ‘This is Gumtree. Australia’s local marketplace.’

This proposition has been brought to life on an epic scale in a campaign that focuses on how trading and marketplaces form the heart of communities around the world. 

“People have come together at marketplaces to trade for millennia. It’s human nature. I love the idea that what truly sits at the heart of an online marketplace like Gumtree is something so fundamental and powerful. It gave us a great opportunity to tell the real story behind a much-loved brand,” said Jon Burden, Executive Creative Director, Naked.

“This campaign kicks off what is the most significant evolution in Gumtree’s 10-year history in Australia. The rebrand will take the brand confidently into the new era whilst still being true to its roots, by maintaining our focus on community,” said James Walmsley, Senior Marketing Manager, Gumtree Australia.

“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.”

The new campaign will launch today on TV, and is being supported with a multi-channel marketing campaign across outdoor and digital.