Circular economy platform, Gumtree, has announced a new partnership with Channel 4’s Hollyoaks, the Chester based soap that scooped best storyline at the British Soap Awards earlier this year.
Gumtree X Hollyoaks
The Big Idea
Gumtree, the home of Good Finds which sees nine million unique users per month and 1.8 million live ads at any one time is teaming up with the show to highlight recommerce as a more responsible and sustainable way to shop.
The partnership, launching in Second Hand September, with a range of humorous idents, it taps into those famous and iconic Hollyoaks moments and brings to life the way many use the platform; fast and local.
Deepening the partnership, Gumtree will feature throughout the Hollyoaks village through a mini ‘OOH’ campaign, product placements and storyline - again showing viewers the many ways to source items responsibly, sustainably and affordably.
The partnership comes as new data from Gumtree* reveals over two thirds (66%) of Brits have picked up an item for free during the past six months and the younger generation, those aged 25 – 34, are most likely (54%) to show off their bargain purchases to friends and family.
With further insights** showing that the Hollyoaks audience already has a keen interest in becoming more environmentally friendly by being more likely to buy second hand clothes (8%) or more likely to look for environmentally friendly products that save them money (22%), the move builds on Hollyoaks’ existing commitment to showcasing positive environmental behaviours.
In 2019 Hollyoaks introduced ‘The Grand Bazaar’ a shopping complex filled with local, independent businesses committed to recycling and reducing waste, and made the switch to using reusable coffee cups, bio-degradable straws, and packaging on screen.
Storyline integration will be complemented by linear and VOD advertising, product placement and social media activity. A series of idents, created by ad agency Wieden+Kennedy will showcase the Good Finds made possible by Gumtree with dramatic effect, while viewers will spot second hand steals appearing in the show’s scenes from November 2022. PR and media relations for Gumtree will be handled by creative comms agency, Tin Man.
Rupinder Downie, Sponsorship & Commercial Partnerships Leader at Channel 4 comments “We welcome Gumtree to the Hollyoaks family as the show celebrates its 27th year on air. As a pioneer of recommerce, it’s great to see the brand’s messaging around responsible and sustainable ways to shop feature across the programme.”
Hannah Rouch, Chief Marketing Officer at Gumtree, said: “We’re so excited to partner with an iconic British soap such as Hollyoaks that shares so many of our values and a commitment to championing a more circular and sustainable way of life. With Hollyoaks, we’re coming together as a driving force with the hope to encourage the nation to shop more second hand and consider recommerce as a more responsible form of consumption. As we head into the busiest shopping season and consumers are feeling the pressure of the rising cost of living, Gumtree offers a way to source items more sustainably and affordably – taking the pressure off the planet and their wallets.”
Making it Happen
Off screen, Gumtree and Lime Pictures, the producers of Hollyoaks will work together to achieve the show’s ambitions to reduce its carbon footprint and encourage a more sustainable way of living. Hollyoaks has been an Albert Sustainable production for the past five years, with steps already taken to improve production practices and promote more positive eco-behaviours.