Sahil Vaidya, co-founder, The Minimalist
Why the campaign rocks:
Back Market’s Hack Market campaign is a great example of how creativity, guerrilla marketing, and sustainability can merge to make an impact in the world of technology. On the occasion of Earth Day on April 22 in 2022, Back Market and Marcel seized the opportunity to influence consumers’ decisions just as they were on the verge of purchasing new Apple devices. To do so, the campaign leveraged Apple’s own technology, AirDrop, to transmit compelling messages directly inside Apple Stores. The messages reached customers contemplating purchases of Apple’s best-sellers. The core message was clear: there exists a more ecological and cost-effective approach to technology consumption. By opting for refurbished models available on Back Market, customers could enjoy the same products while contributing to a greener planet. What set this campaign apart was its cheeky, provocative approach to sustainability.
It redefined the narrative around eco-conscious tech consumption, while successfully taking on a technology giant.
- Campaign: Hack Market
- Brand: Back Market
- Agency: Marcel, Paris