Mercador - Place an ad on Mercador

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.