Campaign Spotlight

Campaign Spotlight: Back Market and Marcel Invites People to Change their Point of View on the Refurbished by Hijacking an Iconic Campaign

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Last May, Back Market, the French  leader in the sale of refurbished high-tech products, launched its new signature: “New is Old”.Determined to continue its fight against the culture of perpetual novelty in the world  of technology, the start-up dares this time to divert it into  a new, offbeat campaign by Marcel! The objective? Lift  the brakes  on refurbished purchasing.

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52% of French people are still skeptical about the quality and reliability of refurbished products despite  the explosion  in the market in recent  years. lt is against this  perception that Back Market fights on a daily basis  to fully  reassure those  who want to put an end to the “always new” trend.

To lead French consumers to “change their point of view on the refurbished”, there was no better  season than those of the “keynotes”, which announce  with great fanfare  the latest innovations in Silicon Valley. By hijacking the mythical “Shot on iPhone” campaign with the same wit and humor as we know it, Back Market  wants to show to the public that the biggest difference between  a new smartphone and the same refurbished smartphone on Back Market is its price. A difference that  can lead us to- literally- change  our point  of view.

 

Back<Market CREDITS:

Chief  Marketing Officer: Guillaume Rouby

Co-Founder and Chief  Creative Officer: Vianney  Vaute

Co-CEOs: Pascal  Nessim, Charles Georges-Picot

Partner, Head of global business: Christophe Neyret  

Executive Creative Directors: Gaëtan  du Peloux, Youri Guerassimov

Art Director: Vincent Boursaud

Copywriter: Virgile  Lasalle

Associate Director: Sébastien Jauffret Project Managers: Lucas  Sengler, Flavie Parize Print Producer: Suzanne  Peirera

Graphic Artist: Christophe Gillon

Strategic Planner: Romain  Brignier

 

About the Contributor

Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.

Partner with adobo Magazine

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