OLX Everything you're looking for. And real estate.

The Big Idea

The market is offering properties, but people are searching for homes. We chose to close that emotional gap. Our core idea was to position OLX Real Estate not as a listings platform, but as a partner for life's most significant transitions. We showed that buying or renting a home isn't about the property; it's about finding the right space for the person you are becoming.

Background & Challenge

Ukraine's digital real estate landscape is dominated by online classifieds and listing platforms. Most of them compete on a purely rational territory: the number of listings, the convenience of filters, price per square meter. This creates a "sea of sameness" — a functional, but emotionless environment where it is difficult for a brand to stand out.

Our challenge was to break out of this functional race. We needed to build a strong emotional connection with users, positioning OLX not just as another platform with thousands of ads, but as an empathetic partner that understands the deep human reasons behind the search for a new home. The goal was to make OLX the top-of-mind choice for starting a new chapter in life.

Strategy

Instead of a one-size-fits-all message, we developed a strategic triptych of stories. We identified three key moments in life when the need for a new home becomes most acute and created a dedicated film for each:

Starting Out: Targeting young adults seeking independence from their parents.

Growing Up: Targeting families who have outgrown their current space and need more room for their children and hobbies.

Living for Yourself: Targeting "empty nesters" who are looking for a new home to enjoy their freedom and passions after their children have moved out.

This approach allowed us to cover the entire customer lifecycle and show that OLX understands the unique needs of every generation.

The films are united by a common narrative structure and the tagline:

“Everything you're looking for. And a homes to buy or rent”.

This campaign deserves turns a functional search for "real estate" into a deeply human search for "a place for oneself."

Campaign stands out for:

— A universal insight that transforms a functional property search into a deeply human story.

— A strategy that speaks to different audiences not as demographics, but as people with unique dreams and needs.

— Masterful storytelling that proves 20 seconds is enough to build a world, create conflict, and deliver an emotional resolution.

Campaign period - 14/07/2025 - 18/08/2025