Creative brief .com



Agency Pitch Assignment

Kijiji Canada

Background

Kijiji.ca is Canada’s largest online classifieds site. In just 5 short years, Kijiji has established itself as the Canadian leader in local online classifieds and now attracts more than 8 million Canadians each month. Canadian’s visit Kijiji to buy, sell, trade, offer services and connect with people in their local communities. All of it done at no cost to them – Kijiji’s tagline is “Free Local Classifieds”.

In addition to operating over 100 city specific Canadian Kijiji sites, Kijiji is focused on 8 main categories:

1. buy/sell (general merchandise for sale)

2. cars/vehicles

3. pets

4. employment

5. housing/real estate

6. services (painters, plumbers, etc.)

7. personals

8. community (i.e. activity partners)

Kijiji competes with various websites. Main competitors in the classified space include: (Quebec), Craigslist, Buysell (mainly Western Canada), and Canoe. In addition, Kijiji compete with sites from a vertical perspective (i.e. Lavalife-personals, autotrader-cars, etc).

Advertising Objective

Kijiji would like to increase the number of people in Halifax that:

1. Post a free classified ad

2. Reply to a classified ad

Target Audience

Kijiji has a wide demographic appeal and the current composition of the site is 50/50 male/female, skewed towards the 25-34 age range. In addition, Kijiji saw early success with women who have young families and would use Kijiji to sell over-grown baby items or purchase them for their new children.

What are their beliefs?

The target audience believes that saving money is very important and they are willing to do extra work such as monitoring their ad, replying to interested buyers, etc. in order to take advantage of the free Kijiji service. They also trust Kijiji and the Kijiji community as the target audience has to connect and exchange money with other Kijiji members on their own accord (vs eBay that has PayPal as an intermediatory).

What do we want them to think?

Why pay a newspaper or anyone else to place a classified ad when you can use Kijiji for free.

What is the one thing that will get them to believe us?

The size of the community – over 8,000,000 Canadians use Kijiji each month. Success stories can be read here:

Why should they believe us?

• Kijiji is the largest classified site in Canada with 100 city based sites

• Kijiji is super simple to use

• Kijiji is LOCAL

• Kijiji is FREE

What is our personality?

Memorable, likeable, playful

Media considered

Online only

Timing

Three month campaign running June - August 2010

Language

English only

Budget

$100,000

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