OLX is now Dubizzle! You may come across this news while accessing OLX’s website to be redirected to Dubizzle’s. However, this OOH campaign is the first official announcement from the marketplace platform to document such a merger. The campaign is a joyful one, based on a positive copy along with jovial visuals and a color palette to set the tone of how fruitful using the platform will be. The main message of the campaign is in Arabic Egyptian slang to ensure the delivery to the widest audience of all classes. Translated in “A happy chance, daily,” “the one who made the sale got happy and the one who bought got happy,” which puts the emphasis on happiness and positivity. The crimson red, which is the primary color, symbolizes passion, power, courage, and warmth to support the positive message the campaign has. Regarding the geo-distribution, the campaign was distributed in various locations in Greater Cairo, from bridges, wide roads, and suburbs such as 26th July St., to qualify as a comprehensive campaign targeting a broad audience. The merger between OLX and Dubizzle happened in May 2023; with this merger, a new powerful organization was created, one that could employ the combined resources of the two companies to provide customers value that had never before been possible. It’s worth noting that the previous campaign of OLX was in 2018, which makes us wonder, will we witness more campaigns after the rebranding? Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & UAE, to learn more about the newest campaigns.
