Tin Man

Work

STARTING A CONSUMPTION REBELLION

 
 
 
 

THE HEAD SCRATCHER

Position Gumtree as the champion of recommerce, sustainability and the circular economy, with a focus on connecting with audiences aged 25-35. 

THE IDEA

A bold campaign designed to stand out and make our audience take note - we urged the public to start a consumption rebellion, revealing the role social media plays in encouraging impulse buys and unnecessary items, especially in relation to homewares.  

Featuring OOH content copyrighted and designed by our very own Tin Studio, influencer content and a partnership with sustainability advocate Miquita Oliver, the campaign took a stand against the culture of hyperconsumerism in our society.

 
 
 
 
 

THE RESULTS

  • 47 media articles including 5 nationals

  • 12 consumer titles including premium titles such as Ideal Home and Country & Town House 

  • 85% of coverage included a branded asset and 75% a Gumtree spokesperson 

  • 100% positive sentiment 

  • Over 17 OOH sites across the capital displayed the creative 

  • Increase of target audience agreeing that Gumtree is a sustainable choice when it comes to shopping from 29% to 36%

 
Retail, Sustain & EnviroMandy Sharp