OLX South Africa, South Africa’s second largest general classifieds site after Gumtree, appointed two advertising agencies to help ramp up its marketing efforts in the country.

Karla Levick, OLX South Africa’s head of marketing, said the first two campaigns, by creative agency Black River FC and digital marketing agency Techsys respectively, will be rolled out in January 2018.

Levick and her team announced the appointment of the two agencies in a news statement earlier this month, saying: “We’re confident they’re the right agency partners to help us move the OLX brand forward in line with our long-term strategy: to put our users first while making a positive impact.” 

Levick told us OLX South Africa decided to bring agencies on board, because: “We simply felt it was time to shake things up.” 

Earlier this year the company invited five agencies to pitch. “The concept that Black River FC and Techsys came up with was the most unique and relevant to our target audience. Their previous experience and their ability to turn around production on a large scale quickly, certainly helped to seal the deal.” 

Johannesburg-based Black River FC has a strong history of producing award-winning campaigns. In 2013, the agency won a Silver Lion at the 60th annual Cannes Lions International Festival of Creativity for their  1st for Women insurance campaign.

In 2011, they also collaborated with Nandos South Africa to produce the popular “Last Dictator Standing” television advert. The clip is enjoying renewed viral success after former Zimbabwean dictator Robert Mugabe’s resignation last week

Techsys, who is also based in Johannesburg, has a list of clients that reads like a veritable “who’s who” of top brands, such as Virgin Active, Vital Health Foods, Johnnie Walker, Burger King South Africa and Windhoek Beer; for whom the company developed the world’s first facial recognition beer fridge

Levick says the new campaign will focus on the opportunities and empowerment OLX South Africa offers users, the financial benefits that can be reaped from using the site and the quality and affordability of products available. “It’s more of an overarching view of the benefits OLX offers,” Levick explains. 

While they’ll also be highlighting some of OLX South Africa’s newer features, such as user profiles, buyer and seller login and chat functionality, Levick said, “The campaign is aimed at showing how using OLX is a win-win for everyone.” 

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