Just in time for Black Friday, Back Market has launched Shake to Trade-in for customers in France, the UK, Germany, Spain and the US. When users are in the Back Market app they can shake their smartphone and immediately be shown the value of their device based on the model, storage and manufacturer. If they like the price they can trade it in for cash or purchase a new refurbished device on Back Market. Customers who opt to trade in via Shake to Trade-in will get an additional $30 discount off their next purchase on Back Market for the remainder of 2024.
“At Back Market we want to take friction out of the refurbished technology marketplace ecosystem and create a more seamless circular economy,” said Amandine Durr, Chief Product Officer, Back Market. “We’re excited to show our customers just how much money they have sitting in their pocket – they just need to shake their phone to find out.”
To launch the new feature, Back Market’s in-house creative team in collaboration with SixTwentySix, created a :30 second spot titled “Shake ‘n Make,” in which a woman’s old tech transforms into something she never expected. Directed by Iris Kim, the ad stars dancer Yoe Apolinario, and is set to the track of “Money” from LISA of K-Pop supergroup Blackpink.
The commercial opens with its heroine, played by Yoe Apolinario, casually scrolling on her smartphone. Suddenly, she hears a muffled sound that catches her attention. Intrigued, she follows the sound to a drawer filled with old devices. As she opens the drawer, the devices come to life, vibrating and flashing “SHAKE ME” on their screens.
Picking up the old phone, she begins to shake it, syncing her movements with the beat of “Money” by LISA. Instantly, the screen displays a trade-in value. Amazed, she continues shaking other devices, revealing higher trade-in values and causing actual money to pour out from the gadgets. The scene builds to a peak with vibrant dance moves and dynamic camera angles, making the surreal experience both humorous and visually stunning.
This project, a unique blend of choreography and visual effects, conveys the simplicity and excitement of the new app feature by evoking the pulsating energy of a music video. Director Iris Kim shared her insights on the campaign, stating, “Being part of this campaign was such a fun experience, thanks to the trust and collaboration of the Back Market team. This project was especially interesting because we knew from the start that we wanted choreography to play a central role, so we spent weeks finding the perfect track to fit the theme. At the same time, we needed the content to be informative, so I approached it like a music video to balance both elements.”
Capturing the nuances of different currencies and integrating them seamlessly with the dance performance was one of the biggest creative challenges. The SixTwentySix team worked meticulously to recreate the details, ensuring a realistic and immersive experience. “We filmed money plates for three currencies since we wouldn’t have time to shoot the bills three separate times, in addition to capturing our talent’s performances. Time was everything, and managing that took careful planning,” added Kim.
Back Market’s new campaign reflects its mission to lead the global refurbished technology market by providing high-quality, affordable, and sustainable tech options. The “Shake to Trade-in” feature is designed to offer customers a hassle-free way to unlock the value of their old devices, encouraging participation in the circular economy. The campaign launches mid-November, in the US, UK, France and Spain across digital channels, as well as in Germany on digital and broadcast channels.
