On Earth Day, April 22, 2022, Back Market and Marcel decided to convince people who were about to buy a new device to switch to refurbished.
“Hack Market” is a branded activation in which we used Apple's own technology, AirDrop, to broadcast our messages inside the temples of new tech: Apple Stores, and directly on Apple's best sellers: iPhones, iPads and MacBooks. The operation took place in 6 different stores in Europe (Paris, Berlin and London), letting each customer know that there is a more ecological and cheaper way to consume technology: buying the same model, but refurbished at Back Market.
We turned our competitor’s display models into a brand new media to promote a sustainable consumption model.
Then, we created a branded content about our stunt on YouTube that generated massive PRs and was awarded by YouTube France as one of the most successful video of the year.