Back Market invites French people to change their point of view on the refurbished by hijacking an iconic campaign

Sep. 09, 2019

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! 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.

A new campaign orchestrated by Marcel who gives an additional reason  to believe  that  the new is old...

Back Market is the very first marketplace specialized in refurbished electric and electronic devices. Founded in France in 2014, it is now available in France, Belgium, Spain, ltaly, Germany and the USA.