OLX Ad Campaign Analysis

AboutOne 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 pictures

Control your selling, buying, and community activity in My OLX.

Display your ads on your social networking profile (Facebook, Myspace, ...)

Access the site from your mobile phone View OLX in your local language

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•Agency: Saatchi & Saatchi, India

•National creative director: Ramanuj Shastry

•Creative team: Rajesh Minocha, Neharika Awal

•Client servicing: Jaibeer Ahmad, Smriti Bhadoria

•Production head: Anuj Alia

•Production house: Soda Films

•Director: Rajesh Krishnan

Saatchi & SaatchiSaatchi & 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 world's 3rd largest communications group.

Publicis Groupe is also ranked as the second largest media agency in the world.

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•Kevin Roberts CEO Worldwide, Saatchi & Saatchi.

•Kevin is the originator of Lovemark thinking, the methodology that differentiates us from 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 Europe and the Middle East.

•When he was 32, he became the CEO of Pepsi-Cola Middle East: he later became Pepsi’s CEO in Canada.

Objectives

Awareness of the service

Awareness of the brand

Higher Market Share

Beat the competition

Online Media Used

Time Line

SEPTEMBER 2012:

JUNE 2011:

DECEMBER 2012:

JANUARY 2012

Campaign 1 – “Bech De !!”

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.

TVCs

http://www.youtube.com/watch?v=IADx8zaQXrc (bike)

http://www.youtube.com/watch?v=Toyj15xhcMs (desktop)

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.

TVCs

http://www.youtube.com/watch?v=8pbqBCqzB7k (grandfather)

http://www.youtube.com/watch?v=du1uax44hBk (baby cot)

Comparison with Internatinal 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. 

TVCs

http://www.youtube.com/watch?v=s7nJ_VZlWr0 (grandfather)

http://www.youtube.com/watch?v=k-18esnhtRw (bike)

Campaign 2 – "Badi Badi Baatein"

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

The TVC

Campaign 3 – “Wahi Milega Jo Mann Mein Hain"Started in December 2012

Promotes one of its major verticle – Real Estate

Convinces users to avoid middlemen

Campaign launched just one month after Quikr’s real estate campaign to counter attack them

The TVC

Has OLX achieved its objectives?

Managed to be India’s 2nd largest free online classified website after Quikr

Alexa ranking increased to 35

Time on Site

Has OLX achieved its objectives?

Bounce Rate decreased from 50% to less than 40%

6 to 8mn unique visitors every month as compared to 2mn in 2010

Increased social media presence – 1.9mn facebook fans

Conclusion

Successful campaigns

Attracted many users

Outperformed most competitors

Has the ability to be India’s No. 1 Online Classified Website

Thank You Tirup Patel

Ayush Khetan

Vivek Jhala