Back Market: New Is Old

Thomas Cleret, Sebastien Jauffret

Tech startup Back Market created a new category and became the leading online smartphone seller in France thanks to a three-year TV, OOH and digital campaign on its New is Old platform.

Campaign details

Brand: Back Market Brand owner: Back Market Entrant company: MarcelIdea creation: Marcel Paris Market: France Sector: Electrical retail Media channels: Outdoor, Out-of-home, Online display, Social mediaBudget: Over 20 million

Executive summary

This is the story of a company that didn’t exist eight years ago, and is now valued at €5.78bn. Back Market, a startup, created a new category – refurbished tech – and became the number-one online seller of smartphones in France, surpassing Amazon and Apple.

It was no small feat. After...

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