The Creative Marketing Ideas Series: OLX Autos Indonesia
Creative marketing ideas from The OLX Group companies that make the future of trade happen
When you see marketing excellence, you know it. It powerfully blends art and science, using data to craft stories and build connections.
Across all our brands at OLX Group, the diversity of the marketing experiences always amaze us. These marketing experiences have the power to stir up emotions and stay in our minds for a long time. They are holistic experiences that create memories.
We’d like to highlight recent successful marketing experiences at OLX Group, and how they’re helping OLX Group drive the future of trade. For this series, we chose a few for you across all our brands in more than 30 countries. For each experience, we’ll discuss the key takeaway and marketing insights.
OLX Autos Indonesia Campaign: The First Step
The Takeaway: Neither art nor science should take precedence in the modern marketing mix. Neither is past or future
Watch the OLX Autos Indonesia one-year anniversary video. The mini-film is titled #LangkahPertama, which means “first step.”
OLX Autos Indonesia, for example, recently celebrated its one-year anniversary. The company ran a stunning campaign, telling the story of a father and a son — and a car that connected them. The story creatively covered childhood memories, taking the first steps, respect, and hope.
The story begins with a man and his elderly father talking about getting together. They set a date, July 7th. The camera then zooms in on a photo of the man as a child, with his father. They’re standing by a blue car.
The story then flashes back to that childhood moment, with the father and son bonding over the blue car. The father drives his son to school, and they celebrate the son’s birthday in the car, sharing a piece of cake.
Next, the story flashes back to the son as an adult. The son decides to fix and renovate the same car through OLX Autos. Using the OLX Autos app to facilitate the car deal goes smoothly for the son.
Five weeks later, the father arrives to see his son. The son surprises his father with the car, and tells him he’ll never sell it. The son hands his dad the keys, and they set out for a ride. The story ends with the son and father celebrating the father’s birthday in the car.
The father-son video has the power to make you smile and cry. The story shows that OLX Autos is more than just buying and selling used cars. The platform makes the car shopping process easy, creates unforgettable experiences, helps people connect, and enables you to find your dream car.
OLX Indonesia’s Head of Marketing, Sandy Maulana, sums up the goal of such campaigns well, saying, “This #StepFirst momentum is a milestone to continue to innovate in providing comfort and peace of mind for every customer,” as OLX Autos makes finding your dream car convenient and memorable.
Key Takeaways
Neither art nor science should take precedence in the modern marketing mix
Such content perfectly embodies what marketing should do: Blend art and science to inspire folks to action. Neither art nor science should take precedence in the modern marketing mix. Neither is past or future. To prosper in business today, brands need a balanced diet of tradition and technology, right brain and left.
By using art and science, creative marketing at OLX Autos builds connections with users and improves experiences, helping to fulfill the OLX mission: To shape the future of trade to unlock the hidden value of everything.
Courting customers is like online dating
A Harvard Business Review article describes what the OLX Autos marketing team did through the #LangkahPertama mini-film. As the article states, “Courting customers is just like online dating.” Brands must make themselves the perfect match if they want customers to take that first step. The mini-film does that by positioning the platform as a tool to help people make important connections and take the first step towards owning a dream car.
During the COVID-19 pandemic, the ‘online dating’ metaphor applies even more to marketing. As Ewa, Business Analytics Team Leader at OLX , states,
“With COVID, we’ve had to accelerate what we do online as the shopper has moved there. We’ve had to show we’re the right match more through digital channels.”
