Description

The Challenge:

Our strategic challenge was a collision of worlds: we had to adapt a successful Western European brand platform, “Everyone gets more,” for the dramatically different realities of Ukraine and Kazakhstan.

In Ukraine — a nation defined by wartime resilience — and in Kazakhstan — a pragmatic, fast-growing market. The promise of “Everyone gets more” felt detached from our markets realities. The risk was clear: a simple adaptation would fail, making the brand seem irrelevant. Our task was to find a strategic key to unlock the emotional power of the global idea but ground it in the specific needs of our users across four highly rational categories (Real Estate, Jobs, Goods, Services).

The Strategy:

We came with a simple human insight: people don't seek an abstract “more”, they seek the feeling of progress: the relief of a problem solved, the thrill of a step forward, the pride of a goal achieved.

This insight led us to create not just a slogan, but a strategic engine of adaptation: the flexible creative formula “Everything you’re looking for, and…”

It connects the rational search with the real, emotional outcome. It gave us a universal language to make the global promise locally relevant across two countries, any brand category, or human need.

The Execution:

To bring this strategy to life, we designed a communication system:

— Igniting the Heart: At the top level, big, emotional film stories established the brand's new, empathetic role. They didn't sell products; they built trust by showing a deep understanding of people's search for progress.

— Guiding the Hand: At the second level, a vast ecosystem of assets — from digital videos to city billboards and non-standard media — converted this emotion into action. Each asset used our strategic formula to deliver a clear, rational proof-point relevant to a specific need.

This multi-layered system, comprising over 67 unique videos and hundreds of other materials, was designed as a seamless mechanism, proving the great flexibility and power of our core strategic idea.

The early results:

The strategy's success was immediate, reversing negative trends and proving that our “engine of adaptation” worked powerfully across different markets and categories.

A 19-Point Turnaround in Kazakhstan: In the Jobs category, the strategy reversed a steep -16% pre-campaign decline in Monthly Active Users (YoY) into +3% growth.

Accelerated Progress in Ukraine: The Jobs category saw a +15% increase in Daily Active Users and a massive +31% surge in successful user actions (YoY).

Immediate Impact on Real Estate: In its launch month, the Real Estate category in Ukraine achieved +8% growth in Daily Active Users and +7% in successful actions (YoY).

Ultimately, our creative strategy proved that a global idea, when re-designed through a powerful, flexible, and human-centric engine, becomes an unstoppable force for local growth.

Campaign period - 14/04/2025 - ongoing

Credits

OLX Ukraine:
E-com Marketing Director OLX Europe: Andriy Vasyliev
Senior marketing manager: Olha Penkovska
Senior brand manager of OLX Real Estate Ukraine & Central Asia: Yuliia Kozar
Senior brand manager of OLX Jobs Ukraine: Karyna Arushanyan

OLX Kazakhstan:
Senior brand manager: Anna Sevastianova

TOBEDONE Agency:
Creative director: Mira Chinar
Senior Copywriter: Danylo Tertychnyi
Senior Copywriter: Alina Herasymchuk
Account manager: Olha Turovska
Art Director: Slava Kobzenko

Productions:
WAVES Production Kazakhstan
NOSTARS Ukraine
ADJE Ukraine