OLX, Brazil's biggest classifieds company, presented us with a problem: they had great brand awareness, but little consideration. The two previous campaigns hit the jackpot, and people already knew the brand well. But very few used OLX to sell stuff or even knew how to use the app. So, our task was simple: explain them. We had to make the dreaded instruction campaign. Naturally, we did just that. But we did our way.
To launch the campaign, OLX’s Grandpa recruited the squad, sending a letter with a blocked video to the celebrities. In two days, their fans unlocked the video using the hashtag #EsquadraoDesapega (Detach Squad).
With the team assembled, we teased everybody with a Hollywood trailer parody TV spot. The script had 5 different slightly modified versions to better appeal to different target clusters, and we implemented this strategy in partnership with Google. We also worked closely with the Facebook creative team to make it work perfectly without sound.
With the squad assembled and the teaser working wonders, it was time for the OLX Detach Squad to hit primetime.
To boost the campaign overall effectiveness, we even created these silly little tutorials aimed to hit different targets depending on where we lost them on the conversion funnel.