concept is based on insights of mid-life crisis which makes most men buy expensive toys to boost their faltering self-image, and fulfill old dreams. The wives, who are always conscious of this transition, are tolerant, yet aware of the waste of money, as very often the goods bought with much interest, are not used.Earlieradscommunicatedthat OLX is a great place to sell goods that are getting old and to get a good price for them. The new ads extends the concept to products that are not old but are almost brand new and hardly used.
Real Estate is becoming a fast moving category on OLX.in and is witnessing a huge increase in consumer transactions. Individuals are now using the internet to rent, sell or purchase property directly without involving middlemen. Aims at creating awareness for OLX.in as the most significant marketplace for Real Estate oriented transactions.
OLX Ad Campaign Analysis
About One of the world‟s biggest free online classified. Its a unique platform for people to buy or sell items from an array of products & services like cars, electronics, real estate, jobs & more. OLX is present in 105 countries, 42 languages and has more than 100 million unique visitors every month. OLX India is spread across all the major cities in India. The company was founded in March 2006 and is privately held.
On OLX one can:Easily design rich ads with picturesControl your selling, buying, and community activityin My OLX.Display your ads on your social networking profile(Facebook, Myspace, ...)Access the site from your mobile phone View OLX inyour local language
Saatchi & Saatchi Saatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company. It is headquartered in New York, with 140 offices in 76 countries. Saatchi & Saatchi is owned by the French company, Publicis Groupe, the worlds 3rd largest communications group. Publicis Groupe is also ranked as the second largest media agency in the world.
•Kevin Roberts CEO Worldwide, Saatchi & Saatchi.•Kevin is the originator of Lovemark thinking, the methodology that differentiates usfrom all of our competitors•Kevin Roberts, born and educated in Lancaster in the north of England.•He started his career in the late 1960s with iconic London fashion house Mary Quant.•He became a senior marketing executive for Gillette and Procter & Gamble in Europeand the Middle East.•When he was 32, he became the CEO of Pepsi-Cola Middle East: he later becamePepsi‟s CEO in Canada.
Objectives Awareness of the service Awareness of the brand Higher Market Share Beat the competition
Bech De !! Launched on June, 2011 Addresses people to sell products that have become old and obsolete. The motive of the campaign was to make individuals use OLX to sell old products and get a great deal out of it.
Campaign 2 – “Bech De !!”(Re-launched) Relaunched on January, 2012 2 new ads launched keeping the motive same. Introduced baby segment in the ad. The use of same cast in all the films implies the huge need among every Indian Family to solve their daily problems of buying, selling products and services locally.
Comparison withInternatinal ads. Olx‟s “sell it” campaign uses the same story and theme for its ad in every country. „Grandfather‟ and „Baby cot‟ are the most successful ads of olx in Africa. Despite of the similarity, these ads are doing phenomenally good in their respective country. Encouraged by the campaign‟s response in India, OLX ran the same TV ads in Pakistan as well as Portugal to emulate the success story.
Campaign 2 – "Badi BadiBaatein" Started in October 2012 Concept based on insights of mid life crisis Earlier ads promoted OLX as a place to sell old goods This campaign promotes OLX as a perfect place to sell almost brand new goods which are hardly used
Campaign 3 – “Wahi MilegaJo Mann Mein Hain"Started in December 2012Promotes one of its major verticle –Real EstateConvinces users to avoid middlemenCampaign launched just one monthafter Quikr‟s real estate campaign tocounter attack them