From buying and selling in minimum time to dramatising the new innovation of missed call in the category, Quikr has always created a high brand recall through its ads. The online classifieds site launched a new campaign during the India-Australia cricket series with the objective to position Quikr as the best place to sell your mobile phone.
The campaign has been conceptualised by Scarecrow Communications and has been directed by Naren Multani.
The film shows a superhero landing on a roof, clutching a mobile phone. Looking at his hassled expressions, a cable TV operator who is installing an antenna on the roof asks him about his problem. The superhero launches into a tirade against his tailor saying that he didn't even make one pocket in his costume. The superhero asks him if he should focus on saving Earth or his mobile phone. The cable TV guy tells him to sell off his mobile on Quikr. In the end, a crowd of potential buyers appear on the rooftop and start badgering the superhero for his phone.
On the campaign, Pranay Chulet, CEO, Quikr said, “Electronics in general and mobiles in particular have great traction on our site. Youngsters are constantly looking to upgrade and getting a good price for old phones makes it easier to do so. As a brand, we’ve never been shy of challenging the norms and coming out with ads that do not fit textbook advertising, but resonate with the locals. That is the difference between the thinking of a homegrown business with deep local expertise and the thinking of a multinational. And that is the reason we are the No. 1 player in the online classifieds space, both in terms of traffic as well as listings.”
Raghu Bhat, Founder-Director, Scarecrow Communications said, “Quikr may not be on air throughout the year. But people’s need for an online classifieds site that will help sell their old mobiles could occur any day of the year. It’s the job of the creative to therefore create high top-of-mind recall and generate sufficient conversations so that the ads gets noticed, remembered and eventually get acted upon. We hope that this ad will help Quikr further increase its ‘mobile’ share.”
Television, radio and online media will be used extensively for this campaign. Earlier this year, Quikr created highly disruptive campaigns on the Sreesanth match-fixing saga and the IPL ‘unsold cricketers’. The ads urged cricketers not to sell off their identity and engage in match-fixing for money, rather sell off their old belongings on Quikr.
Will the superhero save the ad?
Bodhisatwa Dasgupta, Creative Director, Grey Worldwide said, “Well it’s different, that’s for sure. Having said this, a lot of ideas sound really neat when you think them up, but when you actually get it down to filming them, not so much.”
On the insight, he added, “Not really sure if there was one, to be honest. Here is this superhero who doesn’t have space to keep his mobile phone. He’s told to sell it off. I don’t quite get how that helps his cause because this dude clearly needs a phone; just doesn’t have space in his suit to accommodate it.”
On establishing connect with the audience, he said, “Hard to tell. Regular people like anything that’s remotely funny. It’s only us advertising dimwits that read too much into the advertising we do. Quikr’s earlier campaign where a woman and a young man are bouncing a ball, and their product gets sold in that span of a second rang truer to me. It clearly said ‘Advertise here and you’ll sell off your stuff in a jiffy’. Stronger, I felt.”
From the ‘Kahaani’ contract killer Bob Biswas to the superhero, Quikr ads always have a central character to delight the audience. This ad plays on humour to drive the message, which will work for the brand. It shows how the superman is unable to put his phone in the costume in an entertaining manner. The cable TV operator adds to the fun because of his desi style and accent.
It is a simple ad that very neatly portrays that one can sell off his/her mobile phone on Quikr to get the best deal possible. The ad ends with a bunch of people ready to buy the superhero’s phone, which shows that it is a high-selling category on the website.
The earlier ad of Quikr highlighting the missed call feature with Bob Biswas willing to go to any lengths to get the best value from the sale was more entertaining and connected with the audience. This ad is not a head-turner but it will definitely get noticed due to its uniqueness.
Advertising plays a very important role of a differentiator in this highly competent category and the ‘Bech De’ ads of OLX might give sleepless nights to many in the category.