2. Post Campaign Evaluation
• Prepared for : OLX Inc.
• Brand: E-Classified Portal
• Prepared by : Red FM
• Campaign Duration: Sept – Oct 2011
A gross investment of Rs. 11.5 lacs was allocated to the ‘OLX Own Ur RJ’ marketing
campaign to fund advertising activities across proposed campaign period
3. OWN YOUR RJ @ OLX.IN
People love to own something which belongs to their favourite
idol, it could be anything the person wore used or owned.
If it’s not their voice, then it has to be their attitude, or their humour or something so
sparkling that boosts your morning, prepares you for the day or just calm your nerves
and takes you in a much simpler world of music and excitement that the worldly woes
which punishes you is away for the time being, Radio jockeys host some part of day of
almost everyone’s lives and so they enjoy a huge fan following….
4. Campaign Summary
• OLX India Inc. commenced a great marketing initiative to amplify the
presence of their online platform for people to buy and sell anything on
internet
• The central focus of the campaign was to build awareness about the OLX
platform and the possibilities attached
• The campaign was launched with the following objectives:
– To enhance consumer awareness about OLX: the greatest e-classifieds platform
– To promote the website & facebook page for OLX and drive relevant traffic to these
pages
– Engaging and interacting with the TG through clutter breaking integrations
5. 360° Coverage
RJs fanpage &
Red FM fanpage High frequency
using cross brand exposures
tagging for OLX Social played across
India facebook Media On Air the day
fanpage
Integration
Corporate Social
Responsibility
All the money earned through RJ
owned products sold given to charity
6. Integration Flow
3 Days 10 Days 5 Days
Activity
• Activity Pre-hype • Winners
promo Experience Links
• Own Your RJ
• RJ Mentions Activity Promos
• Social Media RJ
Integrations
Pre - Hype Sustenance
Brand Spots
Hourly Sponsorship Tags
Across campaign
7. Pre-Hype Phase
Property Description Sample Links
Tactical spots focusing on the
Brand spots functional aspect of the website and
driving traffic to it
Activity pre- Pre hype promos announcing the upcoming
hype promos RJ led activity on OLX
8. Own your RJ @ Red FM - Activity
The centric idea was
that each day one RJ
would put his personal
product on sale on
OLX.in and would
share the url of his
listing on his personal
facebook fanpage,
tagging OLX India &
93.5 Red FM fanpage
on facebook twice
each day
9. Digital Integration
• One RJ everyday would put one product listing on OLX.in and share the url
on his personal Facebook fanpage, cross-tagging OLX India and Red FM
fanpage on Facebook
• This made sure enough participation into the activity, where branded
products were available for dirt cheap prices; and this money was raised
for a noble cause of charity
10. Activity Phase
Property Description Creative
RJs mention about the charity activity and the
RJ integration product listing which is happening on OLX.in;
links along with the Social Media Integrations on RJ
FB Page, Red FM and OLX FB page
Promos to amplify the daily OLX listing to prom
Activity promos
the Own Your RJ Activity
Brand Spot & Hourly sponsorship continue to run along with the
activity, with the frequency of brand exposure peaking upto 24 times a
day
11. Post Activity
Property Description Creative
People who bought the stuff posted by RJ wil
RJ experience share their experience with RED FM about the
testimonials purchase on OLX.in, which would be converted
into testimonial promos
