Back Market Shake 'n Make Campaign | Clapboard Ad Archive

"Shake 'n Make"

Description

Back Market’s "Shake ‘n Make" campaign, launched in November 2024 across Germany, the United Kingdom, and the United States, marks a bold step in revolutionizing how consumers engage with refurbished technology. Created in collaboration with the innovative ad agency SixTwentySix and directed by Iris Kim, this content-driven digital and film campaign introduces the brand’s groundbreaking "Shake to Trade-in" feature. The single media asset showcases a vibrant and energetic spot where a young woman uncovers the hidden value of her old electronic device simply by shaking her phone. The dynamic choreography, vivid visuals, and catchy soundtrack perfectly capture the effortless excitement and user-friendly experience of unlocking trade-in offers through the Back Market app. This campaign aligns seamlessly with Back Market’s commitment to leading the global refurbished tech marketplace by making high-quality, affordable, and sustainable technology accessible to all. By encouraging users to easily trade in their old devices, Back Market actively promotes a circular economy, reducing electronic waste and supporting environmental sustainability. Beyond the creative execution, the campaign strengthens the brand’s positioning as a reliable alternative to buying new tech, emphasizing the robust quality and trustworthiness of professionally refurbished products. Engaging audiences on platforms like TikTok and Instagram, the campaign not only highlights the intuitive app feature but also educates consumers on the environmental importance of choosing refurbished electronics, underscored by Back Market’s impressive milestone of preventing one million tons of carbon emissions. This compelling fusion of digital innovation, storytelling, and sustainability messaging delivers an impactful narrative that both inspires action and reinforces Back Market’s role as a pioneer in sustainable technology consumption.

Credits

Client

Back Market

Agency

SixTwentySix

Production House

SixTwentySix, Los Angeles, USA

Director

Iris Kim

Managing Director

Jake Krask

Producer

Austin Barbera

Campaign Proposition

Back Market’s "Shake ’n Make" campaign introduces a novel "Shake to Trade-in" feature designed to simplify and energize the trade-in process for old electronic devices. The campaign’s core brand proposition centers on making refurbished technology accessible, reliable, and sustainable, emphasizing ease of use and value extraction from used tech. By enabling users to simply shake their phone to reveal trade-in value, Back Market translates its mission into a tangible, engaging interaction that underscores affordability and environmental responsibility. This aligns with the brand’s broader commitment to promoting the circular economy and reducing electronic waste through high-quality refurbished devices. Strategically, the campaign leverages a youthful, dynamic visual narrative—featuring energetic choreography, vibrant visuals, and catchy music—that appeals to tech-savvy consumers who prioritize both convenience and sustainability. The choice to highlight a seamless, app-based mechanic reflects an understanding of modern consumer behavior that favors intuitive digital experiences. Geographically, by targeting markets in Germany, the United Kingdom, and the United States, Back Market positions itself in regions with mature tech markets and growing environmental consciousness. The campaign’s creative angle—transforming the mundane act of trading in a device into an interactive moment—capitalizes on the insight that consumers are more likely to engage with services that feel effortless and entertaining. Overall, this approach addresses barriers to trade-in participation by reducing friction and presenting refurbished tech as a smart, responsible alternative, thus reinforcing Back Market’s leadership in the refurbished electronics market.

Creative Device

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. This Back Market “Shake ‘n Make” campaign unmistakably centers on a straightforward demonstration format. The campaign’s core depicts a young woman who simply shakes her phone to discover and unlock the value in her old tech, visually underscoring the new “Shake to Trade-in” feature. Narrative and meta cues stress energetic choreography and vibrant visuals to make the process exciting, but the main creative device is the literal, step-by-step showing of how the app function works — with the resulting benefit immediately displayed. There’s no elaborate storytelling arc, testimonial, competitor comparison, parody, or celebrity driver; instead, the ad’s VFX and music amplify the demonstration of a unique, new product action—making it the centerpiece for user comprehension and motivation. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats