Olx has taken to the radio and OOH medium for greater visibility. The free online classified site recently released new radio commercials to take its ‘Bech de’ campaign further. The ads are currently on all major FM channels.
Olx, along with its creative agency Saatchi & Saatchi, has expanded the idea of ‘everything sells for a price at Olx’ by highlighting that selling one’s old stuff is absolutely free and simple on the platform.
In the radio commercials, the company targets the problems being faced by most families alike where they remain hesitant to sell their unused or unwanted household stuff because they think that selling it will be an added expenditure and a lot of effort for them. The commercial intends to convey the message that everything can be sold without incurring any expenses and with complete ease. Products as diverse as refrigerators, treadmills, cars, etc., have also been talked about in the radio commercials to showcase the wide gamut of used product categories that can be sold on Olx.
Commenting on campaign initiative, Amarjit Batra, Country Head, Olx India said, “Olx has created the market for C2C trade in India and converted the latent need of people to sell off their personal and household goods that they don’t need or use. Olx has emerged as one of the leading brands in free classifieds, where individuals post more than 85 per cent of new ads, making the content quite unique and attractive for buyers. We have been thrilled with the response we have got from Indian consumers and it’s really encouraging and heartening that Olx has solved the problem of selling for so many individuals across so many cities, selling diverse products so effortlessly. Our current communication on radio and OOH is targeted at those people who know of Olx but haven’t taken action.”
In another version of the radio ad, Olx aims to target those people who have a lazy attitude towards taking an action to sell their unused and unwanted personal and household goods. The company aims to drive the message that at Olx, it needs just a couple of minutes to post ads and the sale can happen in a couple of days, and that too at good prices. Coupled with this communication, people are also being educated about the Olx mobile app, where posting free ads on the go is possible along with even uploading images and videos for the product, all through the mobile phone.
Olx has also integrated the radio campaign with an OOH campaign across Delhi NCR and Mumbai on more than 100 sites. The medium used include a mix of ambient media and small sized formats such as buses along with large formats such as billboards and unipoles. The creative highlights some sample user testimonials from the success stories that users talk about on Olx every day, where they have successfully sold their used products.