OLX Autos, a player in the pre-owned automobiles segment, has rolled out a campaign titled ‘Price Nahin, surprise milega’ (you wont get a price, but a surprise), to establish how the brand's pricing goes above and beyond the seller’s expectations.
Conceptualised by Lowe Lintas Delhi, the campaign aims to encourage sellers to use OLX Autos for acquiring the best price when selling their pre-owned cars.
Both the films portray a couple and the family respectively, where the seller is shown calculating the price the sellers would get, post the selling of their old cars. After seeing the estimated price, the sellers are astonished and in disbelief and repeatedly ask the people around them if they’ve heard the right price.
Amit Kumar, CEO, OLX Autos India, said, “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.”
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 emphasiSe 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.”
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.”
The campaign is being rolled out on digital, TV, radio and on-ground.