To make selling fun, OLX lets consumers to create their own ads

Conceptualised by Leo Burnett, the 'Make Your Mad Ad' initiative enables consumers to create their own Mad Ad videos with 10 whacky characters and sell in a fun manner

Aanchal Kohli | Mumbai | December 10, 2015

In a new initiative for OLX India, Leo Burnett has adopted a differentiated approach towards engaging the masses by creating a platform for sellers where they can create their own Mad Ad videos and sell in a fun manner.

To create these innovative, crazy and fun to watch ads, OLX India users can choose from 10 whacky characters which the agency has created and use them to communicate their message in a humorous way, thus hugely increasingly the probability of a quick sale.

RajDeepak Das

To get more insights, BestMediaInfo.com spoke to RajDeepak Das, Chief Creative Officer, Leo Burnett, and Gaurav Mehta, Chief Marketing Officer at OLX South Asia.

According to Das, the idea was to create an engagement factor among consumers and make the brand more available. He said, "We created a platform to let the consumers play and create their own ads. The brief was very simple: to engage consumers with the brand and help them sell their products in a creative way.”

The 10 whacky characters created by Leo Burnett are: Astronaut Nasa Musa, YogaNand Shri, Bomb Bomb Bole, Dr Threesome Awesome, Death of Elizabeth, Lallan Top, Law-D Lady, Mr Bananas, Aachoo Pichoo and Silly Lilly.

“What makes this initiative stand out is the simplicity with which OLX users can create these Mad Ads. Just a few clicks and your ad is ready to get your product sold,” Das explained. The basic objective was to let consumers spend more time with the brand.

Mehta of OLX said, “The idea came from our own brand philosophy. OLX is all about user generated content. Earlier, newspaper classified ads were very static whereas with OLX coming in we changed the way things were perceived in this industry. We wanted to create an interesting forum of buying and selling of goods through this initiative.”

Das added here, “This initiative will create a lot of impact in the near future because the digital medium is not controlled by anyone whereas other mediums are. This medium is by the people and for the people, so content here is created by the people and for the people. OLX is a savvy brand and wants to explore newer mediums and opportunities.”

The focus of this campaign will be on digital and social media as it requires a bit of look and feel and understanding at the same time. The initiative has already gone live and, according to Mehta, has received a really encouraging response. “As far as traction is concerned it has taken off really well and better than our expectation because this is the first time that a brand is doing something like this,” Mehta added.

On a lighter note, when asked if he had tried creating his own ad, Mehta said, "Yes, I tried creating a couple of ads and my favourite characters include Aachoo Pichoo and Lallan Top. It was a great experience creating those ads, and we are quite positive that consumers would love this too.”

OLX and Leo Burnett may indeed have laid the ground for this innovation to become popular with other brands in time to come. Creative engagement has just taken a new turn.

Link: http://makeyourad.olx.in/

Also check out OLX India's Facebook page: 

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