New Delhi: OLX Autos, a market leader in the pre-owned automobiles segment in India, aims to amaze car sellers with its latest marketing campaign, titled, ‘Price Nahin, surprise milega’. Conceived by Lowe Lintas Delhi, the campaign films aim to raise awareness about the brand’s best price proposition and encourage sellers to consider OLX Autos when selling their pre-owned cars.
While the upcoming festive season is driving up demand for pre-owned vehicles, it indicates that getting the optimum price for their automobiles is an important consideration for sellers. In addition to not being able to find an ideal platform that fulfills every possible expectation, sellers also have to contend with barriers in realising the best price for their product such as hidden charges, lack of information about the car’s worth, etc. All of these factors add up to compound their dissatisfaction and constitute cumb need to be eliminated for a seamless customer experience.
Leading with two interesting TVCs, OLX Autos’ campaign assures sellers that they can always expect the best prices for their cars on the platform. Other benefits such as signifying a transparent process with no hidden charges, free inspection, and RC transfer also strengthen the claim by addressing multiple customer concerns, as does the legacy and trust that has defined the parent brand over the years.
Through the element of drama and exaggerated disbelief, both TVCs portraying family and the couple respectively, capture the seller’s pleasant surprise while also reiterating the central message relatably through his caricatural astonishment and repeated questions to the salesman/his family. By portraying this sentiment, the ad film successfully conveys that the pricing offered on OLX Autos’ platform goes above and beyond to exceed seller expectations.
A multi-channel approach employing digital and broadcast media, in addition to radio and on-ground activations, will build effective reach and promote the campaign across platforms among OLX Autos’ target audience of car sellers who would consider using the platform for the sale of their vehicle.
“Due to the pandemic and rise in aspiration among the young generation, we can see an inclination towards having personal mobility. Our campaign is aimed at making consumers aware and assuring sellers that they can always expect the best prices for their cars on OLX Autos platform with transparent and hassle-free processes,” Amit Kumar, CEO, OLX Autos India, said.
Commenting on the campaign, Sapna Arora, CMO, OLX India said, “Car buyers throughout the country encounter multiple obstacles when attempting to sell their automobiles via an online platform for the best possible price, and through our campaign, we hoped to emphasize on how OLX Autos solves this problem while also assuring the best prices, ease of selling and convenience. The predominant emotion of surprise drives the tone of the campaign, and helps reinforce the message by repetition and by contrasting the component of disbelief with the impossibly attractive proposition.”
Talking about the campaign, Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas said, “Who said simple and straight can’t be interesting too? We had a simple message, and we made a virtue of it. Kudos to Sidhant Mago and his team for making this shine the way it does. And also to our client who loved it from script to film.”
Agency: Lowe Lintas
Creative: Prateek Bhardwaj, Vasudha Misra, Sidhant Mago, Manzoor Alam, Vivek Mehra, Gauri Makkar
Account Management: Naveen Gaur, Tanul Bhartiya, Pratik Adhikari, Pranjal Nagar
Account Planning: Anurag Prasad, Punit Singh
Production House: Chrome Pictures (Director: Hemant Bhandari)