“Live listings” campaign

Overview
In a groundbreaking approach to outdoor advertising in Iran, Bama—the leading platform for buying and selling cars—launched the innovative “Live Listings” campaign. The streets of Tehran and Isfahan became a dynamic stage where Bama’s digital presence came alive. This hybrid activation seamlessly combined guerrilla marketing with outdoor advertising to amplify brand awareness and foster a new kind of connection between Bama’s services and its audience.
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The Idea
The campaign’s core concept was to transform Bama’s digital car listings into a physical experience. Vehicle carriers (car haulers) were creatively designed to replicate the interface of Bama’s website. These carriers transported actual cars listed on the platform, each paired with a card displaying essential listing details and a QR code leading directly to the car’s online ad.
“Our primary goal was to move beyond conventional methods and, with an optimized budget, not only increase brand awareness but also create an innovative connection between users and the platform’s services,” explained Mehran Khorvash, Marketing Manager at Bama. By taking this unconventional approach, the campaign turned everyday streets into a living extension of Bama’s platform.
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Execution
1. Designing Vehicle Carriers to Reflect Bama’s Interface:
The car haulers were meticulously crafted to mimic Bama’s online car listing pages. Every detail—from colors and typography to layout—ensured visual consistency with the platform. Modern structural elements and strategic lighting enhanced their appeal, especially at night, drawing significant attention from passersby.
2. Selecting and Preparing the Cars:
A variety of vehicles listed on Bama were selected for the campaign to showcase the platform’s diverse inventory. After obtaining consent from the car owners, the vehicles were carefully positioned on the haulers, representing the broad range of options available to users.
3. Engaging the Audience with QR Codes:
Each car displayed on the hauler featured two cards with detailed information and QR codes, enabling viewers to access the car’s online listing directly. Additionally, a teaser QR code at the rear of each carrier provided an interactive touchpoint before viewers encountered the actual car. This integration bridged the gap between physical and digital advertising.
4. Strategic Routes and Stops in High-Traffic Areas:
The carriers followed carefully planned routes through Tehran and Isfahan, stopping at high-traffic areas to maximize visibility. These included bustling streets, major intersections, and prominent public spaces, ensuring a diverse audience engaged with the campaign.
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Impact and Reception
The "Live Listings" campaign generated widespread attention and enthusiastic reactions from both pedestrians and drivers. By combining real-time car ads with an interactive medium, it bridged the gap between the physical and digital worlds. Over 400 QR scans during the campaign highlighted strong audience engagement, further validating the effectiveness of this creative strategy.
This seamless blend of innovation and execution not only amplified brand awareness but also reinforced Bama’s position as a forward-thinking platform in Iran’s automotive market.

Note: This campaign was executed entirely by the Bama in-house marketing team, ensuring full creative control and alignment with the platform’s values.