The Campaign

Selling used goods has never been easy. Conventionally, most secondhand goods sold online make use of classified ad websites such as OLX. But, most classified ad websites present their listings as static, plain, and often boring ads. These ads were purely informational, doing nothing whatsoever to engage the prospective buyer or demand his interest. The idea was to give online classified ads their long due makeover, turing boring classified ads into fun, sharable video ads.

Execution

We gave our users Make Your Mad Ad, a microsite based platform that lets them create their very own, unique classified video ads, customized to talk about the very product that they were selling. The platform introduced ten wacky characters, all with their own colorful stories, wit, style and mannerisms. Once selected, each character was programmed to react to the inputs given by the seller, and talk specifically about the item being sold, seemingly in great detail. The characters were popularized extensively through OLX’s Facebook and Twitter handles, interacting with their fans, and selling products being posted by our users. The ten characters, along with thousands of customizations to compliment the variety of products, their categories, colors, price range, etc, gave every user a one in a million video ad selling their very product. Each video was presented to the user as a YouTube link on OLX’s channel

We had transformed the way people look at classified ads, breathing new life into an otherwise boring industry. OLX, along with its innovative video ad generating engine, was celebrated as a fun place to sell used goods. Over 50000 video ads were created our users. The footfall on OLX’s website increased by 40%. The average sale time for listed products was cut in half.

The Situation

OLX Make Your Mad Ad in a one-of-a-kind interactive platform created to help users sell their used goods by making fun and engaging video ads. Over 50000 video ads were created our users within few days. Various media covered the platform and the content generated by people. Top leading online media and websites spoke about the crazy characters and the ability provided for users to create ads for themselves. The platform has remodeled the manner in which online classified ads are presented and has cemented OLX’s place in the upper echelons of online retailers of used good.

The Strategy

People love to share personalized content on their social media accounts. Especially when the content is fun and entertaining. This becomes all the more relevant in a colorful country like India, where each one along with their unique identity, has a unique story to tell. OLX, being a marketplace for used goods, wanted to allow its users to sell items in their own unique style. We helped them create new age classified video ads, that the users and their friends would love to share. These ads were shared through OLXs YouTube page, and taken down once the concerned item was sold. The ads created using OLX Make Your Mad Ad stood apart when compared to the classified ads of other players in the same segment. They drew in not only those who wanted to sell, but also those who wanted have fun selling their used good.