BACK MARKET | HACK MARKET | 2022
Using the enemy's weapon inside the enemy's temple / Back Market "HACK MARKET"
Inside an Apple Store, using AirDrop, sending a message to someone about to buy an Apple product: "You can get that cheaper at our place." It's a little crazy (in the best way).
The problem
Back Market is a marketplace for refurbished tech products. They had data showing refurbished products cut CO2 emissions by 91% compared to new ones. But just showing numbers doesn't stop people from walking into an Apple Store.
The insight
The problem wasn't a lack of awareness. By the time someone's in the store, their mind is already made up. There's no time left to persuade them. So the only option was to interrupt them right there, in that exact moment.
The idea
On Earth Day, they carried this out in six Apple Stores across Paris, London, and Berlin. The tool they used was Apple's own feature: AirDrop. When a customer picked up an iPhone off the shelf, a message would suddenly pop up on their device: "Get the same iPhone for 40% less." Using the enemy's weapon, inside the enemy's temple, to talk directly to the enemy's customers.
What happened
It got 5.4 million views within a few days. The campaign won Gold in five categories at the Clio Awards, a Yellow Pencil at D&AD, and a Merit Award at The One Show.
Afterthought
The ad industry is full of ideas that die with "there's no way the client will approve this." But this one got approved — and it directly provoked Apple while doing it. Turns out you don't have to be serious to talk about something responsible.
Awards
- Cannes Lions Gold 2022
