GROWING THE PRE-OWNED CATEGORY WITH THE NEW OLX APP

Work for OLX at Lowe Lintas

We partnered with OLX to grow the pre-owned listings category. First we gained awareness and acceptance through a sharp strategic focus on selling cars and mobiles through the app. Then OLX wanted to expand the listings market. New app features like the refinement of location filters and in-app chat were a great opportunity.

An early strategic decision was to target a younger and urban audience, a shift from previous communication. They were just more likely to be receptive to the buying and selling of pre-owned goods. The approach was to demonstrate that buying and selling of things was so simple and seamless that it would just become a way of life for young people.

If you haven’t used it in six months, break up with it

A provocative strategic intervention urging people to ‘break up’ with the products they hadn’t used in 6 months.