The marketplace for refurbished products, Back Market , focuses this new advertising campaign on the longevity of this type of device. It also highlights sustainability and economic savings as the main motivations for the use of these products. «Sorry, cats. Technology can also have many lives” is the central message, which through a fresh and daring tone explains what “reconditioned” means.
The cats start a revolution against repurposed technology
The spot is an analogy between the category email list various lives that repurposed technology can have and the multiple lives attributed to cats in popular culture. The result is a campaign full of irony where the cats start a revolution against repurposed technology . Because as the campaign points out, they are no longer the only ones with many lives. The objective of this campaign is to spread the company’s purpose of extending the life of mobile devices, reducing their environmental impact and involving society more in betting on refurbished technology Nathanaël Berbessou.
It is our mission to make them society's first choice
General director of Back Market in BM Leads Spain, stated that these types of campaigns are key and help to amplify commitment and awareness of the environment. Berbessou adds that refurbished products offer good quality and user experience. In addition, they allow buyers to save up to 70%, first choice,” he declared. The advertising campaign will have a comprehensive approach. It will have outdoor advertising in the cities of Barcelona and Madrid. In addition, it will have a presence on Spanish television and through social networks, such as YouTube and TikTok.