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OLX takes a leaf out of O Henry’s ‘Gift of Magi’ in its new digital campaign

22-July-2015
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OLX takes a leaf out of O Henry’s ‘Gift of Magi’ in its new digital campaign

Inspired by O Henry’s popular short story, ‘Gift of Magi’, online classifieds site OLX has launched its latest digital ad titled the ‘Story of Selfless Love’ or the #LittleJoysOfLife. The video produced by multi-channel network, Qyuki Digital Media, narrates the emotional story of a painter and a photographer and their selfless love. It encapsulates the journey of two people who go to great lengths to make each other’s dreams come true, even if it means sacrificing their owns.

Commenting on the film, Sagar Gokhale, Head of Network, Qyuki Digital Media said, “We work with brands that are looking to tell their stories very differently and with OLX we have been on the same page. The story of selfless love is not an ad film, but a very interesting format and is content marketing in its purest form. On this project we worked with Qyuki’s Creative duo of Satyanshu and Devanshu Singh, who have written poetry for films like Udaan. And have a National Award to their name (film Tamaash), and now we are working with the brand to reach the right audience with the help of our technology and audience insights.”

The story is about a girl who secretly enters her husband’s paintings in an art competition in London, which get selected and he is invited to participate in the competition. But due to the expensive travel fares, he decides to opt out of it. He instead sells his paintings to buy a lens for this wife’s camera and the later goes and sells off her DSLR to afford tickets for her husband’s trip. Both of them sell their favourite belongings on OLX and with the money they get they fulfil their partner’s dreams.

Click here to view the ad:


Puja Nathani, Creative Head at Team Pumpkin highlighted, “What’s interesting about YouTube ads is that the brand message has to be conveyed within the first 5 to 6 seconds, which ‘Story of Selfless Love’ ad by OLX has totally hit the spot on. A story about the little dreams and joys of life is something that most people can relate to, and as this ad starts with the same message out and loud, it creates a sense of deep connection and interest instantly. In terms of execution, the ad is well shot and the script is one of a kind. For instance, the way the man surprises the woman by buying the product she sold off for him, is a brilliant way of expressing love.”

Preethi Sanjeevi, CMO VML said, “Long format ads, are in fact not just adverts. They are a brand's attempt to tell a story that their audience finds relevance in, that is born out of a truth of their audiences' lives. They absolutely work, but only when they are used for the right purposes. In such a format, the emotional appeal is particularly important. For a digital audience with shrinking attention spans, the story told must be truly gripping for them to pay attention for a whole two minutes and more. The OLX ad taps into a very lovely insight of how people who love each other see no sacrifice as too big for the other person's happiness. And, the story telling format is appealing. yet, the story itself is not one which is new or makes one sit up and take notice. It is nice but not gripping.”

She further added, “As compared to OLX's former ads by Kapil Sharma that were designed to let the consumer know how unwanted stuff is easy to sell off with a funny spin, this campaign will touch the emotional chords of going the extra mile for someone you love. Through the use of various products like - computer, camera, art, phones, etc -the ad helps the audience learn about different categories of products that can be sold or bought on OLX. Keeping the message emotional and simple, OLX has taken a very moving video plot to engagement on social media.”

Zafar Rais- CEO, MindShift Interactive pointed out, “With brands thriving to stand out through their positioning, OLX has leveraged consumer emotions rather aptly while merging it with insights into the kind of audiences that would turn to their platform for solutions. A selfless love story is a nice story line to go by, touching upon varied age groups and demographics. The hashtag, #LittleJoysOfLife, manages to summarize the overall video pretty aptly as well and a connected social media campaign with this would probably follow to give it higher outreach.”In the month of May, the brand had rolled out three hilarious digital ads with Kapil Sharma for their campaign ‘Shaadi Ke Funde-Just Married’ on how the overdose of wedding gifts end up becoming used-less. This campaign was executed by the in-house team of OLX.
 

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