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.
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.
