OLX Group Poland Receives the YouTube Works Action Driver Award

Over the last decade, marketers have redefined how they communicate with consumers. From the heartwarming to the heartracing — and everything in-between, YouTube has seen how incredible digital content can drive equally powerful results. The global YouTube Works Awards celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube.

Recently, OLX Group Poland won the Action Driver Award for the FANATYK campaign.

In Polish society there’s still a firm belief that ‘borrowing isn’t a good habit’. And although this national obsession with owning property (rather than renting) has decreased in recent years, demand in the real estate market is still going strong. So to increase the popularity of the ‘Rental’ category in Poland, OLX decided to challenge that narrative and demonstrate that not only is renting more profitable, it’s also more eco-friendly. OLX reached out to “possession fanatics” with its message in the form of a four-episode mini-series broadcast on YouTube. The campaign was awarded the Action Driver prize for its efforts.

Each of the four chapters had more than 900,000 views and a total of 20,000 likes. This was translated into a dramatic increase in traffic to OLX Poland rental section, that was visited by more than 1 million people over 2.5 weeks (a 240% increase).