The age of rehashing classics from the good old days is evergreen. Remember “The Gift of the Magi” by O Henry? A young married couple sell off each of their prized possessions secretly, so they can buy a Christmas gift for the other.
The comic irony is when she sells her long hair to buy him a chain for his watch, just as he sells his watch to be able to buy hair accessories for her beautiful, long hair! Although both are left with gifts that neither can use, they realize how far they are willing to go to show their love for each other, and how priceless their love really is.
Taking a generous dose of inspiration is the new urban twist to the classic love story. Online classifieds marketplace for used goods, OLX has brought alive this classic love story in its new campaign, but with a branded tweak more suited to our times.
The ‘Story of Selfless Love – #LittleJoysOfLife’ tells the story of a loving couple –a photographer woman and her artist man. The two-and-a-half minute long story has been conceptualized by Qyuki Digital Media, along with a beautiful poetry narration.
Unbeknownst to the man, his woman takes pictures of his paintings and submits them online at the London Royal Art Gallery competition on his behalf. She is also seen checking out camera lens at the OLX site. Just then they receive a notice from their bank on a pending EMI. When the viewer is saddened by their plight, in comes good news when a mail from the art gallery approves his submission.
But, realization dawns and they know they can’t afford the air fares. Then the man happens to glance through the camera lens she was checking out. He emails the gallery informing that he cannot participate this year. Meanwhile, she sells her camera to fund his travel, while he sells his paintings to buy her a camera lens. All the selling is happening on OLX.
When she returns excitedly with his air ticket, she is welcomed to a wall without his paintings and the gift of camera lens. They laugh at the irony of the situation, while the poetry narration talks about OLX’s tagline ‘Keemat Bhi, Kuch Keemti Bhi’. A text blurb displays #LittleJoysOfLife.
The social media assets of OLX have shared the story while building conversations around the central theme of ‘selfless love’. A glance at the hashtag pulls up some interesting visuals capturing the love story, while asking users to share about their own versions of a ‘selfless love’ story.
— OLX India (@OLX_India) July 20, 2015
— OLX India (@OLX_India) July 21, 2015
Storytelling done right!
Nothing brings out its new tagline “Keemat Bhi, Kuch Keemti Bhi’ like the #LittleJoysOfLife video. For OLX, this is a powerful branding exercise in its journey from ‘Bech De’ to the new tagline that places emphasis on the value of goods being sold and not its feature of being a ‘used good’.Rehashing the O Henry classic for the modern digital age where lovers sell their prized possession on OLX is a brilliant idea, as well as a memorable one.
Earlier this year, OLX had released a series of films stressing on “#Letwhatyoulovelive“. The idea was to instil a sense of respect for used possessions in both the buyers and sellers.
Digital storytelling offers an effective tool to help brands establish their rebranded identities, given that they leverage it cleverly. Too much of branding and it risks putting off viewers, too little branding and it risks being forgotten as a beautiful story but from which brand!
OLX’s #LittleJoysOfLife finds the right balance to create a memorable brand recall. What are your views?