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OLX targets youth with interest-based video campaign on YouTube

04-September-2013
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OLX targets youth with interest-based video campaign on YouTube

Online classifieds portal OLX.in has launched an advertising campaign with content exclusively created to broadcast on YouTube. The multi-video campaign has been developed specifically keeping YouTube’s audience in mind. The video content delivers brand message in the initial five seconds and creates a hook for customers to see the rest of the ad. The communication has been developed by ITSA Brand Innovations.

Commenting on the campaign, Amarjit Singh Batra, CEO, OLX India said, “Our initial TV ads and messaging of ‘Sab Kuch Bikta Hai’ and ‘OLX pe bech de’ have immense brand recall and highlight a clear user preference for the brand despite the clutter in the online classifieds space. Building up from here, we want to take our advertising a step further and supplement our advertising reach with other mass media channels. We are positive about the campaign as YouTube is now among the most popular media being consumed by our target audience.”

Through the topic-based YouTube campaign, targeted viewers would be made aware of various relevant categories of products that could be sold or bought on OLX. Just like all previous OLX brand messages, this one too has humorous tonality. The creative follow a constant pattern with a witty beginning, followed by the protagonist, Mrs Bech De, guiding viewers about the best practices at OLX.

Nitin Bawankule, Director - eCommerce, Local & Classified for Google India said, “We are delighted to see OLX taking the lead to develop original content for advertising on YouTube exclusively. The new campaign on YouTube will focus on creating an immersive engagement with OLX’s core target audience and will help them to reinforce their brand proposition in the online classifieds space.”

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