OLX.in, one of India’s leading online classifieds player has launched an advertising campaign exclusively on YouTube. In a series of 30-second videos, the classifieds brand has sought to leverage the popularity of the video sharing platform to bring relevant ads based on user’s needs. The interesting bit about these ads is that the brand message is conveyed within the first five seconds, after which follows a ‘how to sell’ by Mrs. Bech De, OLX’s recent brand mascot.
Including a number of categories like cars, jewellery, laptops, books, music system among others, the video ads help creating awareness on the various relevant categories of products that can be sold or bought on OLX. As is customary with OLX ads, these ‘how to’ ads also follow the humorous take around the brand’s popular ‘bech de’ messaging.
Here’s an ad about how to place an ad for a ring, that begins with a breakup scene. When the guy asks the girl what to do with the ring, she advises him to sell it on OLX. This is followed by visual step by step instructions on how to go about selling that ring.
Without a doubt, this is a cool idea for YouTube ads, especially to catch the viewer’s attention while they are waiting for the ‘Skip ad’ link. I don’t remember any ad that conveyed its message within five seconds and also convinced me to watch it further. Great hook to catch the impatient youth!
The new topic based YouTube campaign by which the brand going further wants targeted viewers to be made aware of various relevant categories of products which could be sold or bought on OLX, has placed the brand ahead in the social front.
Not only has the brand invested in creating exclusive content for the medium but it has also given OLX ample scope to engage with its fans across all social networks in an interesting manner. While the eleven videos will increase the reach and popularity of the brand’s YouTube channel which has more than 4K subscribers, the videos have started gaining decent number of eyeballs also with its promotion on Facebook and Twitter. Along with a new cover photo, the Facebook page is also sharing the videos with Mrs. Bech De’s tips with its 8M fans.
At a time when brands are looking to reduce the expensive TVC costs while producing more interesting content quickly for a relatively bigger reach, OLX India’s present move on YouTube is an apt one.