Campaign: Place an ad on MercadorClient: Allegro Online ServicesBrand: MercadorEntrant Agency:The GeeksSecond Agency: New BlackMedia Agency: Optimum Media Direction Plan & Buy
Background/objectives: In Romania, the problem both Mercador.ro and Tocmai.ro (strongest players on the free classified ads websites in the Romanian market) faced at the end of 2013 was simple: none of the brands could become profitable, as long as long as the other one existed and offered classified ads for free. Therefore, both brands were trying to eliminate each other through acquisition. In other words, Mercador.ro aimed at buying Tocmai.ro and Tocmai.ro aimed at buying Mercador.ro. Yet, none of them was willing to sell its own brand, as both still stood a chance in becoming number 1 on the market. In this business context, in was brand communication that had to make the difference. Thus, Mercador.ro and Tocmai.ro started a fierce battle for being the no. 1 classified ads website on the market, both of them knowing that number two would eventually have to give up and sell its brand to number 1, as number 1 would never have a reason to give up the fight.
Strategy: Instead of communicating what one can do on Mercador.ro (which research showed us that people were already aware of), we focused on consistently communicating Mercador ’s positioning as the place of the “where buyers look for products” in the mind of consumers. This was highly relevant for both sellers (who would learn this way that they can find buyers for their products there) and also for buyers (who would gain trust to use the site as they see that many others are searching for products there).
Results: In spite of a significantly smaller media budget, Mercador.ro became for the first time in history the undisputed leader of the classified ads category, by reaching the no.1 spot in terms of both number of active ads and traffic.