MANILA – After going viral back in April, OLX’s “Halaga ng Boto Mo” campaign with the tagline, “Ibenta Mo Na Ang Gamit Mo, ‘Wag Lang Boto Mo”, earned the nod of the judges at the 2016 Araw Values Awards winning two gold trophies. The consumer education campaign against vote buying of OLX bagged the top prize in both the Digital/Interactive and Out-of-Home(OOH)/Merchandising and Promo Collaterals under the Commitment to Truth, Honesty, & Integrity category.
Launched a month before the 2016 Philippine General Elections, the campaign was built on the popular OLX tagline “Ibenta mo na!” which encourages people to sell unused items in their households. With good wordplay for the election advocacy, OLX empowered voters with a strong message of voting responsibly while asking them to play a part in ending vote buying for good. Produced with a modest budget, the campaign took shape through a simultaneous launch online via Facebook and the OLX platform. This was supported and sustained by on-ground activations and out of home placements.
The online nationwide campaign proved to be effective as it reached more than 16 million people on Facebook. Articles posted on its yaman.olx.ph content platform which served as a space for information and discussion on the electorate process got over 400,000 page views.
More than mounting a successful and viral campaign online, OLX wants to continue inspiring Filipinos and help empower and enable them in their daily lives and through major milestones. OLX also wants to be a platform that not only allows Pinoys to buy and sell products, but one that helps keep the public informed.
“Empowering Filipinos has always been a priority for us here at OLX. We’re always looking for ways to make online selling even easier for Filipinos—giving them an income generating avenue. But we also realize that our reach is something that can be used for advocacies to reach a wider audience. Our voter education campaign is just the beginning of our quest to help inform Pinoys, and to carry on the value of integrity,” says Jean Magboo, OLX Brand Manager.
Photo shows the OLX Brand Team together with their agency partner, IDEASXMACHINA (IXM), holding their prestigious awards and representing the campaign through their shirts. From left to right is OLX’s Brand Marketing Supervisor Carlo Rosales and Brand Marketing Manager Jean Magboo, IXM’s team composed of Copywriter Migs Quesada, Art Director Mara Gonzalez, Account Manager Erika Alinell, Associate Creative Director Vincent Bud-oy and Art Director Gabby Navarro.
