Campanie
JM
The brief was to create a digital activation within the bigger 360 Mercador campaign that took place in the autumn of 2013 (Sep.-Dec.’13; source: client data).
2013 is the year when online players on the selling ads market made their debut on TV, with highly visible campaign both TV and online. Before entering this battle, Mercador.ro, a Romanian classified ads website, was in need to grow its traffic and number of classified ads. In spite of several attempts to overpass its main competitor (Tocmai.ro), Mercador.ro was always behind it. Even more, in terms of Top of Mind brand awareness, Mercador was significantly behind its main competitors, Okazii.ro and Tocmai.ro (source: Awareness and Usage of Ads Websites, Quantitative Research Report by GFK, July 2013).
The digital activation was aimed to communicate the brand’s positioning and to engage consumers in order to build emotional relevance that the brand lacked in comparison to its competitors.
2013 is the year when online players on the selling ads market made their debut on TV, with highly visible campaign both TV and online. Before entering this battle, Mercador.ro, a Romanian classified ads website, was in need to grow its traffic and number of classified ads. In spite of several attempts to overpass its main competitor (Tocmai.ro), Mercador.ro was always behind it. Even more, in terms of Top of Mind brand awareness, Mercador was significantly behind its main competitors, Okazii.ro and Tocmai.ro (source: Awareness and Usage of Ads Websites, Quantitative Research Report by GFK, July 2013).
The digital activation was aimed to communicate the brand’s positioning and to engage consumers in order to build emotional relevance that the brand lacked in comparison to its competitors.
General Information:
Strategy:
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Mercador’s strategy was to convey a message appealing for both people who search for items to buy and also for those who sell them. As a way to attract both sellers and buyers, we decided that the role of communication should be to highlight that Mercador.ro is the place where you definitely find buyers. This acts as a trigger for both sellers–who understand that they will find a match for their offer–and also for buyers, who gain trust by seeing that other people are using Mercador.ro. The “Ad Generator” contributed to this message by enabling people to create their own selling ads for potential buyers, but this time entertaining ads that would be worth sharing to their friends on Social Media. The app encouraged users to write down various words portraying things you could buy on Mercador.ro and to experience personalized videos in which funny characters would sing / perform a selling ad for that particular product. The mechanic was chosen based on its viral effect and on its potential to make users interact with the app not only once, but several times (as they would get curious to test different words and see the ads that are generated). In order to increase its spreading even more, we added a promotional mechanism in which there were 50 sure wins (for users who reached 150 visits) and a lucky draw (one weekly iphone 5s and 2000EUR prize at the end of the campaign). http://mercador-generator.fbroom2.ro/ User: tester Pass: pass2testit |
Execution:
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