London International Awards
2022 Winners and Finalists
Silver
Evolution
Experiential/Live Events
| Entrant: | Marcel, Paris |
| Brand: | Back Market |
| Title: | "Hack Market" |
| Corporate Name of Client: | Back Market |
| Agency: | Marcel, Paris |
| Agency CO-CEOs: | Pascal Nessim/Charles Georges-Picot |
| Chief Creative Officers: | Gaëtan du Peloux/Youri Guerassimov |
| Creative Director: | Clément Séchet |
| Copywriters: | Aurel Cablan/Claudia Illan/Alexandre Dodille/Antonin Jacquot |
| Art Directors: | Hugo Wahledow/Céleste Nessim/Vincent Boursaud |
| Agency Motion Designers: | Julien Taillez/Vincent Iweins/Pierre-Yves Rambaud |
| Agency Editors: | Guillaume Talvas/Julien Hannedouche |
| Agency Marcel Tech: | Christophe Serret/Edouard Danesse/Lotfi Harrabi |
| Agency Social Media Manager: | Calliste Garrabos |
| Agency Project Manager: | Flavie Parize |
| Agency Director : | Guillaume Talvas |
| Agency Associate Director: | Sébastien Jauffret |
| Agency Managing Director: | Benjamin Taïeb |
| Agency Account Director: | Yani Oukid |
| Agency Strategy Lead: | Thomas Cléret |
| Agency Traffic Managers: | Mélanie Coupey/Laurène Ametowoglo |
| Production Company: | Artisans du Film, Paris |
| Producers: | Valéry du Peloux/Sixtine Busetti |
| Music Production Companies: | Press Play On Tape, Paris/Studio Son, Paris |
Description:
Communication has the power to drive change by unlocking cultural habits, and sometimes it needs to break a few rules on the way. Like, advertising precisely on the devices we don’t want people to purchase.
With “Hack Market”, Back Market challenged the biggest brand in the world to provoke consumers in a fun and simple way. To make people understand that “newest” isn’t always “best”, and that buying old devices actually is a source of progress.
To make buyers pay attention to yet another rational fact about sustainability, we decided to hijack their purchase journey and challenge their behavior precisely when they were considering buying a brand new device.
In the very “temple of new tech”: Apple Stores©.
We had identified our critical touchpoint – Apple Stores©, but no media placement was available. So we created our own. Using Apple’s own AirDrop© technology and brand new iPhones©, to advertise OUR messages for a greener alternative.
Whenever shoppers were grabbing a device, a bot AirDropped© video ads that played right in front of their eyes, leading them to choose the greener and cheaper alternative on Back Market instead of Apple. Each video was landing on the exact same Apple model on Back Market’s marketplace, ready to be purchased.
Different messages were displayed, such as “The seller won’t tell you that you can buy the same model - but reduce 92% of its carbon footprint. Luckily we just did. Go refurbished ; “Did you know this iPhone is available in black, white, blue, and greener? Go refurbished.”
In short, we turned Apple Stores© and technology© as the ultimate media touchpoint to challenge consumers behavior and make them choose Refurbished over New.
And to ensure our provocative sustainability message would get a strong echo among the general public we launched the campaign for #Earthday (April 22, 2022) and amplified our operation with digital videos featuring local influencers documenting the in-store experience, promoted with paid media during one week to kickstart a viral diffusion.