OLX or Dubizzle? Debate ends as brand lets consumers choose its name in Lebanon
To ask users whether they preferred 'OLX' or 'Dubizzle'. the brand teamed up with 11 Lebanese comedians who contributed hilarious content, highlighting the ongoing name confusion and encouraging audiences to vote through Instagram polls and a dedicated landing page.
The entirely digital-first campaign ran across:
Social media (Instagram, Facebook, TikTok): Organic influencer-led content and polls. Eleven Lebanese comedians, including John Achkar, Peterwenmaken, Ohmyjad, Gstrings, Patrick Daoud, Farix, Amal Taleb, Basit Nation, Ali Ettihad, Kimo Wazen, and Fouad Yammine, contributed hilarious content highlighting the ongoing name confusion and encouraged their audiences to vote through Instagram polls.
Digital advertising: Meta and Google ad campaigns driving traffic to a dedicated voting landing page.
Owned channels: OLX Lebanon's
OLX Lebanon's social media platforms , app and website amplified the voting call to action..
The humorous, and highly effective, campaign was brought to life by OLX Lebanon's in-house creative design team, influencer management experts The Goat Agency, media planning and buying agency Mindshare, while Moving Frame supported with the CGI reveal video and Cachoeira supported with the PR and communications.
Beyond a branding exercise, the campaign made a statement about how brands ought to listen to their audience, prioritise brand equity and remain agile enough to act on consumer sentiment.
OLX Lebanon tapped into nostalgia, local loyalty, and people-powered marketing to reclaim its position — and identity — in Lebanon.
Objectives and success of the OLX Lebanon campaign
OLX Lebanon began with the the objective of resolving years of public debate and confusion between the names 'OLX' and 'Dubizzle' by directly involving its community in the decision. The campaign aimed to:
Reaffirm OLX's position as Lebanon's #1 classifieds platform.
Build deeper emotional connection and trust by empowering users to choose the brand's name.
Turn an ongoing cultural conversation (the OLX vs. Dubizzle debate) into a participatory branding milestone, reinforcing OLX's agility and willingness to listen to its audience.
These objectives were translated beyond a traditional rebranding into an interactive, shareable, and digital-first campaign.
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Because OLX Lebanon's user base is highly active online, the brand felt that a digital and social-first strategy was the natural fit. The campaign intended to meet people where they already spend their time and provide an immediate, frictionless way to participate.
The brand chose a social media approach to maximise reach, leverage humour and tap into virality through relatable content. Digital ads ensured targeted amplification and voting conversion.
By avoiding traditional offline channels such as billboards and radio, OLX kept the campaign participatory and real-time, matching its focus on community engagement and transparency.
The campaign ran from 26 June 2025 to 30 July 2025.
The success of the campaign was measured through:
Public participation: More than 100,000 votes across social polls and the landing page.
Engagement metrics: Influencer content drove high interaction rates, achieving 2 million in reach and 120,000 in engagement.
Brand sentiment: Positive social mentions and nostalgic sentiment reaffirmed OLX's emotional bond with its users.
The result? More than 87 per cent of the 100,000+ consumers who voted chose OLX, delivering a decisive and community-backed outcome to the brand name.
CREDITS:
Client: OLX Lebanon [formerly also known as Dubizzle]
Creative design: OLX Lebanon in-house team
Influencer management: The Goat Agency
Media planning and buying: Mindshare MENA
CGI reveal video: Moving Frame
PR and communications: Cachoiera
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