Same Thing But Cheaper

The challenge was to make Gumtree relevant to millennials, using places that resonate with them, feel relevant to their lives and reflect their behaviors.
We found that Gumtree’s service is cluttered, which puts off millennials who have a short attention span. Therefore we decided to use simplicity to improve sales and brand image. This led us to the big idea of “same thing but cheaper”- spend less on something that does the same job.