Gumtree Shows Aussies There’s a Better Way to Trade With ‘Long Live Local’ Campaign
Australian local marketplace Gumtree, in partnership with Clemenger BBDO Sydney, has today launched a new brand campaign to champion local economies and harness the community spirit within the platform.
‘Long Live Local’ was developed to show Aussies there’s a better way to trade that’s beneficial to the community, environment and your back pocket. Gumtree offers people the opportunity to trade face-to-face, locally and mindfully.
The campaign has been brought to life in a series of light-hearted TVC’s which inject humour into the less conscious ways we often buy and sell.
Says Amanda Behre, head of marketing, Gumtree Australia: “People know us for the unique finds and great value, but what makes our marketplace so special are the human connections that are created locally through Gumtree.
“Gumtree exists to empower people and create economic opportunity for all Australians. We’ve had so many successful trades and we want to share some of the best stories from the local community and ideas that have grown into businesses on Gumtree. Interesting, entertaining, offbeat and sometimes emotional stories will be brought to life in our latest brand campaign – Long Live Local.
“We want to rally Australians to trade more consciously and act locally first – whether that be selling to a mate up the road, buying from a car dealer in your area, or supporting a small business in your suburb.”
Clemenger BBDO Sydney developed the creative for the campaign.
Says Ben Coulson, chief creative officer at Clemenger BBDO: “Yes, we all buy stuff from mega-malls and the internet, but it really does feel good to buy something locally, even better if you’re giving something a new home and we give the planet a break.”
Clemenger are working in collaboration with MediaCom and Herd MSL to communicate Long Live Local stories across media outlets and social channels. The launch of the campaign on January 19th will be supported by a multi-channel marketing campaign across TV, outdoor and digital, and will evolve to social and PR featuring real life Gummies and their success stories.
