Global online marketplace OLX has called for a creative pitch, sources told BestMediaInfo.com. The multi-agency pitch is limited to creative and is not a media one, the sources said. This means the brand’s media agency continues to be Wavemaker.
Enormous Brands is the incumbent agency for OLX, which is a platform for renting, buying and selling services and goods such as electronics, fashion items, furniture, household goods, properties, cars and bikes.
In March this year, the brand unveiled its new brand identity, the first rebranding exercise after the launch in India since 11 years, as part of a global rollout. The rebranding was followed by a new brand tagline, ‘Set Hai’, in line with its new brand proposition to empower people to make smart choices.
Lowe Lintas had also worked on the brand’s communication in 2017. The agency had released a campaign known as the ‘6 Months Break-Up Challenge’, urging people to sell goods that they had not used for at least six months. The campaign was based on insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey, to understand user behaviour towards used goods as well as other consumer trends.
In 2016, in India, about 90% of OLX’s listings came from used mobile and electronics, used home and household goods, and used cars and bikes.