OLX.in presents Lanka Main Phir Vijaye!

Highlights of Campaign

• The first ever radio integration in the history of FM industry where 41 listeners (Vaanar Sena) were sent outside India

• A exclusive facebook page (www.facebook.com/lankamainfirvijaya) was created for the activity, with each post tagging OLX India page

• Red FM Pages cross promoted this page, e-mailers, SMS integration and on air hype amplified the campaign

• Red FM’s entry to Radio Campaign Awards for Best use of network strength & Best Integrated Campaign for a Single Client Activation

Highlights of the Campaign: Presence

41 Stations, 1 Campaign

First ever integrated station plan to occur in 41 stations simultaneously

Only OLX and Red FM can carry this off on such a wide platform

50 stations, 1 VoiceWe offer you a national presence with local flavor

• Red FM is part of a pan-India network covering the

• TOP 10 MARKETS (Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Kanpur, Ahmedabad, Lucknow and Pune)

• TOP 8 STATES(Maharashtra, Gujarat, Uttar Pradesh, Madhya Pradesh, Tamil Nadu, Karnataka, Kerala and Andhra Pradesh)

• 14 STATE CAPITALS• 17 HINDI SPEAKING MARKETS

(9 key markets in North; 8 in West India)

• DOMINATION IN THE SOUTH(All key cities)

• FOOTPRINT IN THE EAST(All key cities)

Red FMNew Red FM CentersSuryan FM

Stations Legend

Aamar FMPower FM

Mumbai

Red FM KolkataAamar FMPower FM

Delhi

Jaipur

Hyderabad

BangaloreTirupati

Coimbatore

Tirunelveli

Chennai

Pondicherry

Vizag

Vijaywada

Warangal

Rajamundri

MangaloreMysore

Gulbarga

Tuticorin

Madurai

Tiruchy

Thiruvananthapuram

KannurKozhikode

ThrissurKochi

Pune

Aurangabad

NagpurNashik

Rajkot Vadodara

AhmedabadJabalpur

Bhopal

Indore

Varanasi

LucknowKanpur Allahabad

Siliguri

Asansol

Jamshedpur

Gangtok

GuwahatiShillong

Aizwal

Bhubaneshwar

Stations underlined are On-air

Highlight of the campaign: Cross Promotions

PromosMentions

Bumpers, Tags

OLX India Facebook PageLanka Main Fir Vijaya

Facebook Page

Cross Promotions

OLX Integration

• OLX was the presenting sponsor of the entire activity across 41 markets, finding one person who would represent his city in Sri Lanka as a part of Vaanar Sena

• First ever radio activity where 41 RJs united along with 41 winners to go and support Team India

• Each deliverable had a presenting sponsorship tag and communication sync and the route* to enter the contest was brand tagged

* Changed thrice between the campaign

OLX.in presents Lanka Main Phir Vijaya!!

This Vaanarsena had to be cricket-smart. Because only that Vaanarsena can make good deals at OLX. Because OLX make deals that are quick and profitable.

Once you list a product on OLX you get registered for Vaanarsena contest

If you do maximum listings and then you become the part of

Vaanarsena directly and you go to Sri Lanka with Red FM RJs!

FIRST CONTEST INTEGRATION

Didn’t work well, Reasons:1. Database for the registrations not available from OLX Backend / Technical Team

OLX.in presents Lanka Main Phir Vijaya!!

This Vaanarsena had to be cricket-smart. Because only that Vaanarsena can make good deals at OLX. Because OLX make deals that are quick and profitable.

Once you list a product on OLX you get registered for

Vaanarsena contest

Share your product listing url on OLX India facebook page to get registered for

the contest

OLX Facebook manager to share Names, Facebook

profile url and their listing url to Red FM

Take people on call for the contest, selected Daily,

Weekly and Final Winner

SECOND CONTEST INTEGRATION

Didn’t work well, Reasons:1. Layered Loops to register for a contest didn’t work2. OLX India fanpage had no hype for the activity on their fanpage, no support in

terms of cross tagging and promotion3. Successful entries through this route couldn’t get back to the admin with his

contact details; hence further low participation

OLX.in presents Lanka Main Phir Vijaya!!

This Vaanarsena had to be cricket-smart. Because only that Vaanarsena can make good deals at OLX. Because OLX make deals that are quick and profitable.

Dial in Live at evening drive time show and take part in a contest

Or, SMS evening show short code to get registered

More than 500 calls in Metro cities, 250+ calls in non-metro

cities to participate

THIRD CONTEST INTEGRATION

Worked, Reasons:1. Instant Participation2. Direct Entry

The execution..

3 days 3 Weeks 18th September to 7th October

Teasers15 Sep – 17 Sep

Activity Reveal with our evening drive time riding the

entire activity

Cross Promotions across the day

Contest Starts

Promos

Bumpers

Sponsorship Tags

Time Checks

Match Updates

Sri Lanka Trip

ROIs – Lanka Main Fir Vijaya Page

ROIs – Lanka Main Fir Vijaya Page

ROI – OLX.in (source: Alexa)

Growth in Daily Traffic Trends (During Activity)

ROI – OLX.in (source: Alexa)

Growth in Daily Reach Percentage (During Activity)

ROI – OLX.in (source: Alexa)

Growth in Bounce Rate Percentage (During Activity) Bounce % Change

7 day 40.2% -2%

1 month 40.2% +4%

3 month 39.6% -4%

ROI – OLX INDIA Facebook Page

• No. of Fans on 15th September 2012: 13, 12,000 fans on the page• No. of Fans on 07th October 2012: 14, 65,000 fans on the page

• Growth: 10.58% increase in no. of fans

Document Shared

• Excel File– List of Winners– List of Social Media Pages– Participating City List

• Recordings– Recordings

Pictures from Sri Lanka