| Title | KEYNOTE BACK MARKET |
| Brand | BACK MARKET |
| Product/Service | BACK MARKET |
| Category |
B01. Challenger Brand Strategy |
|
Entrant
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MARCEL Paris, FRANCE
|
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Idea Creation
|
MARCEL Paris, FRANCE
|
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Additional Company
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BACK MARKET Paris, FRANCE
|
Credits
| Guillaume Rouby |
Back Market |
Chief Marketing Officer |
| Vianney Vaute |
Back Market |
Co-Founder and Chief Creative Officer |
| Pascal Nessim |
Marcel |
CEO |
| Charles Georges-Picot |
Marcel |
CEO |
| Anne de Maupeou |
Marcel |
CCO Publicis France |
| Gaëtan du Peloux |
Marcel |
Executive Creative Director |
| Youri Guerassimov |
Marcel |
Executive Creative Director |
| Virgile Lassalle |
Marcel |
Copywriter |
| Christophe Neyret |
Marcel |
Partner, Head of global business |
| Sébastien Jauffret |
Marcel |
Associate Director |
| Yani Oukid |
Marcel |
Account Manager |
| Lucas Sengler |
Marcel |
Project Manager |
| Flavie Parize |
Marcel |
Project Manager |
| Suzanne Pereira Dias |
Marcel |
Print Producer |
| Christophe Gillon |
Marcel |
Model Maker |
| Romain Brignier |
Marcel |
Strategic Planner |
Summary
Putting Back Market, a French rising startup that sells refurbished products online, on the map. This is what this campaign is all about.
Marking the territory of an upcoming brand that represents a clear alternative to tech giants. This was our mission.
This is why we see « New is old » as a powerful tagline, but also as the battle cry we needed to express the vision of Back Market’s founders: rebel against the need for new. Indeed, by creating an online supermarket for refurbished tech products, Back Market has always wanted to become an alternative to the brand-new tech products released every year in fancy conferences. With a simple premise: a better deal for consumers, a cleaner choice for the planet, a way cooler option for those who do not believe in the race for new anymore.
However, in its key markets Back Market is currently facing skepticism about the reliability and the quality of refurbished equipment. 52% of French people are not confident in buying a refurbished smartphone. 57% in Germany, 58% in Spain, 63% in Belgium. This is the reason why this campaign is also about building long term trust, about changing people’s perspective on refurbished.
With a very limited media budget (50k euros) we needed to think about a campaign that will create enough noise to raise awareness around Back Market. A campaign that will convey the brand vision as well as its will to fight against the tech leaders. There was no better enemy than Apple to bring attention. There was no better campaign than « Keynote Back Market » to show how the few hundred euros you save with a refurbished iPhone can totally change your perspective on things without altering image quality. There was no better day to release the campaign than September 10th. The day of Apple’s latest Keynote conference. A day during which all the Twittosphere is mocking the so-called « revolutions » that Tim Cook announces on stage. A day during which the need for new appears as more and more ridiculous every year.
So, we released our guerrilla campaign in France and we managed to get global attention. With +55M people reached, 12M media impressions and €5.5M earned media in 25 countries (media agency numbers) we succeeded in putting Back Market on the map. Getting the attention of the tech industry and taking the lead on the category to express our vision.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
BackMarket is the French leader of refurbished tech products. From day one, the brand took the lead on its market with a rather cutting-edge vision: rebel against the need for new. Now refurbished has become one of the hottest markets in technology, but BackMarket still appears as the « enfant terrible ».
When competitors such as ReCommerce, Remade, Smaaart, Amazon Renewed… talk about refurbished, they simply explain their value proposition. BackMarket always bring something more. Insolence? Maybe. Humor? Absolutely. But first, a true point of view on its category. At BackMarket, all employees wear « Fuck New » caps and this told us a lot about their brand identity. This is the kind of edge we wanted for the campaign. Something that will truly demonstrate the vision of BackMarket. This is the reason why we (nicely) attacked Apple, to use their own codes when other competitors only highlight unbeatable prices.