Post Campaign

• Prepared for : OLX Inc.

• Brand: E-Classified Portal

• Prepared by : Red FM

• Campaign Duration: Sept – Oct 2011

Post Campaign Evaluation

A gross investment of Rs. 11.5 lacs was allocated to the ‘OLX Own Ur RJ’ marketing campaign to fund advertising activities across proposed campaign period

OWN YOUR RJ @ OLX.IN

People love to own something which belongs to their favourite idol, it could be anything the person wore used or owned.

If it’s not their voice, then it has to be their attitude, or their humour or something so sparkling that boosts your morning, prepares you for the day or just calm your nerves and takes you in a much simpler world of music and excitement that the worldly woes

which punishes you is away for the time being, Radio jockeys host some part of day of almost everyone’s lives and so they enjoy a huge fan following….

• OLX India Inc. commenced a great marketing initiative to amplify the presence of their online platform for people to buy and sell anything on internet

• The central focus of the campaign was to build awareness about the OLX platform and the possibilities attached

• The campaign was launched with the following objectives:– To enhance consumer awareness about OLX: the greatest e-classifieds platform

– To promote the website & facebook page for OLX and drive relevant traffic to these pages

– Engaging and interacting with the TG through clutter breaking integrations

Campaign Summary

360° Coverage

On Air

Corporate Social Responsibility

Social Media

Integration

RJs fanpage & Red FM fanpage using cross tagging for OLX India facebook fanpage

All the money earned through RJ owned products sold given to charity

High frequency brand exposures

played across the day

Integration Flow

• Activity Pre-hype promo

• RJ Mentions

Pre - Hype

• Own Your RJ Activity Promos

• Social Media RJ Integrations

Activity• Winners

Experience Links

Sustenance

3 Days 10 Days 5 Days

Brand SpotsHourly Sponsorship Tags

Across campaign

Pre-Hype Phase

Property Description Sample Links

Brand spots Tactical spots focusing on the functional aspect of the website and driving traffic to it

Activity pre- hype promos

Pre hype promos announcing the upcoming RJ led activity on OLX

Own your RJ @ Red FM - Activity

The centric idea was that each day one RJ would put his personal product on sale on OLX.in and would share the url of his listing on his personal facebook fanpage, tagging OLX India & 93.5 Red FM fanpage on facebook twice each day

Digital Integration

• One RJ everyday would put one product listing on OLX.in and share the url on his personal Facebook fanpage, cross-tagging OLX India and Red FM fanpage on Facebook

• This made sure enough participation into the activity, where branded products were available for dirt cheap prices; and this money was raised for a noble cause of charity

Activity Phase

Property Description Creative

RJ integration links

RJs mention about the charity activity and the product listing which is happening on OLX.in; along with the Social Media Integrations on RJ FB Page, Red FM and OLX FB page

Activity promos Promos to amplify the daily OLX listing to prom the Own Your RJ Activity

Brand Spot & Hourly sponsorship continue to run along with the activity, with the frequency of brand exposure peaking upto 24 times a day

Post Activity

Property Description Creative

RJ experience testimonials

People who bought the stuff posted by RJ wil share their experience with RED FM about the purchase on OLX.in, which would be converted into testimonial promos

Phase Vs. Brand Exposure

Contest Response Analysis

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10Interest 274 254 220 183 193 132 179 245 212 209

Response 150 110 94 134 103 89 110 120 133 103Participation 82 76 75 89 62 68 72 94 105 78

Markets Delhi + Mumbai

Thank You!