Campaign details

Brand: OLX
Lead Agency: Havas Media Indonesia
Region: APAC

Strategy

Objective

This campaign was part of OLX's big launch campaign, where the objective was to generate awareness for the new OLX app, which is a more efficient and hyper-local app. The campaign played a huge role in the amplification phase, focusing on directly inviting the audience to try out the new OLX app.

More specifically we wanted to increase views and app downloads. The results of the campaign were measured through awareness and reach, but also more tangible effects such as app downloads.

We needed to further mine the youth and female audience segments for growth opportunities. Given the wide swathe of product categories that would cater to this audience segment, minute adjustments needed to be made to our targeting.

OLX remodeled its app to create a hyper local functionality allowing users to see all the nearby deals, making it as easy as possible to trade, buy, and sell. This had a dual aim: to simplify selling of items the target market no longer needed AND to entice them to buy cheaper pre-loved goods.