Back Market, the leading global marketplace for verified refurbished tech, is streamlining its trade-in process with "Shake to Trade-in," just in time for Black Friday.
The new feature allows for a hassle-free way for people to know the value of their old gadgets.
Users can just shake their smartphones to instantly learn the trade-in value of their devices, taking into consideration the model, storage, and manufacturer.
They can then immediately sell their phones for cash or trade them in for a new refurbished one available on the Back Market platform and get an extra $30 off their next purchase.
The launch was marked by a campaign crafted by Back Market's in-house creative team, in partnership with LA-based creative agency SixTwentySix.
Directed by Iris Kim, a 30-second spot dubbed "Shake 'n Make" stars dancer Yoe Apolinario and is soundtracked by Blackpink LISA's "Money."
SixTwentySix Partner & Managing Director Jake Krask and Partner & Executive Producer Austin Barbera shared with DesignRush more details about the campaign:
"Collaborating with Back Market was an extraordinary experience. Their team was highly collaborative and consistently trusted director Iris Kim’s creative instincts throughout the entire process. They fully leaned in, giving her the freedom to infuse a fresh perspective into the concept and execute it flawlessly.
We are thrilled with the outcome and grateful for the opportunity to bring this fantastic project to life alongside the Back Market team. Watching this one come together and working with such an exceptional team was incredibly rewarding."
In another statement, Back Market Chief Product Officer Amandine Durr highlighted the company's aim of taking the friction out of the refurbished tech marketplace ecosystem to create a seamless circular economy that's also environment-friendly.
View this post on Instagram
Meanwhile, Kim praised the fun experience of working on the campaign and how it incorporated both informative and dynamic elements.
Back Market makes its brand purpose clear through each of its campaigns, giving its customers good value while also lessening the amount of waste in the world.
By focusing on how a product or service benefits the consumer, brands can easily get their point across through a campaign.
Making Easy Money
The upbeat 30-second spot begins in a girl's living room as she peeks inside a rattling drawer, seeing a pile of old smart devices inviting her to "Shake to Trade-in."
She hesitantly shakes one of her old iPhones, causing it to burst into a few dozen banknotes.
The same goes for a shelved tablet and her sizeable collection of old unused devices, as she happily dances through her apartment stacking up more and more money.
View this post on Instagram
The spot ends with a shot of bills bursting out of her drawer as she struggles to catch them all.
"Shake to Trade-in" rolls out across digital channels in the U.S., U.K., France, and Spain, as well as on digital and broadcast channels in Germany.
In September, Back Market launched a campaign that leveraged controversy surrounding the launch of the iPhone 16 and Apple Intelligence.
