OLX, the online classified platform, popularly known for its 'Bech De' proposition, is back again with a fun digital campaign #OLXMad Ads. It is a user-generated content initiative aimed at making selling interesting and fun.
Along with Leo Burnett, OLX has created a microsite where sellers can create their own ads in the form of videos and images. Sellers need to simply log in their email ids and choose one of the 10 characters available on the microsite. The video ad promoting their listed product will not only inform, but also entertain. Once created, OLX will share the video link to the seller's email id, which can later be shared on social media and WhatsApp.
Speaking about the initiative, Gaurav Mehta, CMO, OLX South Asia, says, "OLX is a UGC (user-generated content) run platform where users create their own product listings. This campaign borrows from the very core of OLX. It is an engaging and fun initiative for sellers, as well as buyers. It is a campaign targeted at creating better content."
While a seller can create a video ad, the microsite also allows the option of a static image ad. Mehta informs us that the decision to include images stems from the company's consumer research data.
"We are also cognizant of the fact that more than 80-85 per cent of our traffic comes from mobile phones. Not everything is happening on 3G or smartphone. Our growth has been faster in cities outside the big eight metros and cities in the country. We expect the same trend for this microsite as well, and hence, the image option has been provided. It is for both smartphone and feature phone audiences," explains Mehta.
Mehta believes that through the campaign, good content will be created in high involvement categories like cars, and personal categories like books, mobiles, kids, and baby clothes among others.
Talking about the execution, Rajdeepak Das, chief creative officer, Leo Burnett India, says, "In this age of content creation and sharing, with millions of videos being passed around each day through YouTube, WhatsApp, Facebook and other social networking sites, we wanted to provide OLX users a tool that not only simplifies selling, but also makes it fun. The #OLXMadAds platform is a true demonstration of how we can use creativity and technology together to create magic for a brand."
Launched in India in 2011, OLX.in brings sellers and buyers together, offering a hyper-local way to sell and buy used goods and services. It is present in 40 countries across the globe, of which it is the market leader in 25 markets including India.