OLX 2.0
Ad campaigns for 3 countries
Less than a year later, we teamed up with OLX again.
You can read about our first year with OLX here.
This time we started with an ad campaign for used items.
We had to show that buying used is normal and even trendy. So existing users would buy more, and new ones would start.
This time we started with an ad campaign for used items.
We had to show that buying used is normal and even trendy. So existing users would buy more, and new ones would start.
First we looked for the barriers that make used things scarier to people than painful store prices.
And there are quite a few of them… Some think a used thing has had its day. Some worry the previous owner treated it badly. And for some, it simply has to be new.
The barriers are serious, and getting past them is a next-level task.
The answer came when we asked ourselves: “why do people sell things on OLX?” and went through tons of listings.
We noticed that lots of things on OLX never got the chance to be used.
Hobbies nobody found time for, online orders in the wrong size and simply bad gifts. There are lots of cases like that, so we realized: this is the perfect way to win over the “only new” crowd.
That’s how the message
“Not all used things are used”
was born and became the core of a big campaign.
Then we collected a pile of reasons people sell new things, picked the nine best and shot three videos. All so that nine out of ten viewers would get excited about buying something new on OLX for less.
The idea turned out to be so universal and sharp that it easily adapted to Kazakhstan and Uzbekistan. That’s how we started working with OLX Central Asia.
OLX Central Asia: services
And then one thing led to another, and we started preparing a new campaign for OLX Central Asia.
For context: OLX in Kazakhstan is the largest classifieds platform, with 9 million visitors a month. And its services category is No. 1 in top-of-mind awareness.
Then competitors started moving into the services category and talking about it loudly. So we had to defend the leader’s position and show who runs this neighborhood. That called for loud, bright communication, even louder than the brand usually goes.
We were looking for a trigger, something that literally screams at you.
And what screams louder than a kitchen socket that’s been hanging off the wall for months?
Or that knocking in your car that you can sort of live with, but it bugs you. You know you need a mechanic, but somehow the steering wheel never turns that way.
Or that knocking in your car that you can sort of live with, but it bugs you. You know you need a mechanic, but somehow the steering wheel never turns that way.
So we took this very human habit of putting everything off until tomorrow and made even the wallpaper talk about it.
