Back Market, a global marketplace for verified refurbished tech, has unveiled a new campaign amid the hype and controversy surrounding Apple's latest product launch.
The brand's first campaign under new CMO Joy Howard, "Downgrade Now," focuses on how old devices in circulation are capable of satisfying the average consumer's needs while lowering costs and environmental impact.
"The real question is — do consumers actually need the new thing? It’s tempting to buy new, but how much of that new tech do we actually use? This is where the opportunity for Back Market comes in.
Through 'Downgrade Now,' we’re showing consumers that there’s a better way, a way that puts choice back in their hands, fits their actual needs, and brings back the magic of better days,” Howard told DesignRush.
This smartphone really is smart. Thanks 🍏 for the tip. #AppleEventpic.twitter.com/9cRL66IA5W
— Back Market (@backmarket) September 10, 2024
In line with this, Back Market is also promoting its latest product, Phone!
The $249 smartphone is curated from the brand's catalog of premium refurbished smartphones, including:
- iPhone 12, 13, and 14
- Galaxy 22, S22 Ultra, and S23
Buyers can choose between iOS or Android, and Back Market guarantees that they're up to par with the newest models. Giving the choice back to the customer, the brand aims to make retro cool again.
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The campaign will also include original artwork by renowned artist Gab Bois, which will be made from discarded and refurbished technology.
The artist teased pieces from the upcoming collection at the brand's Paris press conference, showcasing a belt buckle made from a flip phone and nail art created from old Blackberry components.
"Downgrade Now" will run across OOH in New York City in the U.S., as well as major cities across France, Spain, Germany, and the U.K.
The campaign delivers a clear message aligned with its brand purpose — developing products that will contribute to creating a positive global impact.
By utilizing a purpose-driven approach, it's able to give customers an authentic product aligned with social and environmental responsibilities.
A Massive Downgrade
A set of cheeky OOH ads highlight fan-favorite classics, including past models like the iPhone 13 and forgotten components like Home buttons and headphone jacks.
Highlights include billboards and posters that advertise everything from refurbished Macbooks to classic gaming systems like the Nintendo GameBoy.
The timely ads subvert expectations around the release of the iPhone 16, which has drawn criticism for its relatively minor upgrades and lack of new features.
The campaign positions refurbished classic iPhones as a practical choice for sustainability while highlighting their continued performance. Ensuring such devices run efficiently often involves collaboration with software development agencies that optimize performance and extend product lifespans.
Apple also received criticism for the misleading nature of the ads about its latest software, Apple Intelligence. Despite advertising the new development, Apple's AI will only be available several months after the iPhone 16's launch.
