Back Market: Hack market

Back Market, a refurbished tech company, attracted new users in France by 'hacking' consumers' relationships with new tech.

Campaign details

Title: Hack MarketBrand: Back MarketProduct: Back MarketIdea: MarcelCountry: France

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessFRANCENon-specificAdults (26-55)MiddleNot available for publication

Cultural context

  • Regulations for sustainability claims and against greenwashing are very strict in France. As a result, we couldn't communicate the environmental impact of refurbished products without independently proven facts, which took two years to obtain through a collaboration with the French Environmental Agency.
  • Comparative advertising is very uncommon in France as it is highly regulated. Only...

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