Slando Turned into OLX
As OLX brand owner, Naspers Co. opted to change all local brand names throughout the world to common resource name. Therefore, the company needed to tell users about the new brand. However, Slando had managed to reach fantastic awareness among consumers enjoying their perfect loyalty. Thus, we had to keep the great performance and speak about Slando renaming to OLX. Humorous undertone helped us to figure out our approach to the challenge. If OLX could not be Slando any more, OK, let it become OLX. We delivered that very message through a great number of short videos. After permanently repeating the information time and time again, people finally got used to the point that Slando became OLX. That means it no longer poses a threat to the brand’s integrity. The campaign caused website users number to go up, which is a great indicator for a rebranding campaign.