Description

People often keep broken or unused items at home, postponing repairs “for an indefinite period of time.” These objects gather dust, take up space, and remain unused. In a competitive market, we needed to show that OLX is the fastest, most effective way to solve this problem, not “someday,” but now.

We wanted to remind people that the best way to deal with a task you don’t want to do is to delegate it to a professional, the ones that you can find on OLX. And the best way to communicate it would be a bold, attention-grabbing approach that spoke directly to our audience. 

Nothing speaks louder than the problem itself, so we made it speak – and the longer you wait, the louder it gets. Using humour, we imagined a world where neglected objects had been left in disrepair for so long that they’d developed voices and started pleading with their owners to fix, repair, or give them a new life through OLX services. 

Launched 01.07-31.08.2024 across TV, Digital, Radio, OOH, PR, SMM, push, and email, the campaign reached 11 million people with 99% digital TA coverage, 104 OOH & DOOH constructions, and 56% TV reach 3+. It drove an 8% year-over-year increase in users visiting the Services category and a 3% increase in replies to listings, while also reinforcing OLX’s position in the market.

Credits

OLX:
Senior Brand Manager - Anna Sevastyanova
Head of Marketing - Andrii Vasyliev

Creative agency Shots:
Creative Director - Peter Storozhenko, Stas Kachanovsky
Art director - Artem Mustiatse
Creative Group Head - Anna Zaporozhchenko
COO - Marina Martynova
Account manager - Anastasiia Mytnytska

Waves Production