- Refurbished tech provider Back Market is encouraging consumers to consider how they really use their tech and if they need all of the bells and whistles of the newest devices in a new campaign.
- The new effort, “Downgrade Now,” suggests that the majority of smartphone usage – texting, calling, streaming and games – can be accomplished on older devices, and, as a result, consumers should consider buying refurbished devices, which are cheaper and reduce the overall environmental impact.
- To bolster the out-of-home campaign, which will be running in France, Spain, Germany, the UK and in New York City, Back Market has launched “Phone!” through which consumers can get a refurbished smartphone (iPhone 12, 13 or 14 or Samsung Galaxy 22, S22 Ultra or S23) for only $249.
As Apple’s yearly iPhone announcements have made clear, consumers are continually being enticed to upgrade to the latest version of their technology, even when the advancements from year to year are generally unnoticeable to the average user and have very little effect on their use. At the same time, every time a consumer upgrades a new phone, it creates a stream of environmental impact, from the creation and disposal of parts to significant energy costs and water use.
Back Market’s new campaign asserts that these upgrades aren’t really necessary for the average user, who is using their phone to text, stream and make voice calls.
“We want to show people that you don’t need to choose new for your technology,” Dan Brill, Back Market’s executive creative director, told Brand Innovators. “What we’re hoping to show is that everything you do with your phone right now, the previous generations of phones can do.”
The out-of-home campaign encourages consumers to “Downgrade Now,” showing off older (and sometimes old favorite) models of iPhones, Android phones and laptops, with headlines asserting they are “Just as texty as the new one” or making a cheeky joke comparing serial upgraders to Leonardo DiCaprio’s dating style. The campaign is the first for the company under its new CMO Joy Howard.
“We’re taking the culture of ‘new and upgraded,’ and telling you to go back to consider a previous device,” Brill said. “You can get the world’s best phones in the world’s best condition for half the price.”
The campaign will run in France, Germany, Spain, the UK, and in New York City, with media placements designed to appeal to those who have a sustainable bent to them, such as public transportation systems, Brill said. The effort is aimed at a “young and more creative class of consumer” who may not be at their peak earning power and need to get a piece of technology at an affordable price, he said.
Along with the campaign, Back Market is introducing a new initiative it is simply calling “Phone!” Through the program, consumers can get a refurbished iPhone or Android-model phone for $249. The catch is that they won’t know what model device they are getting – beyond the operating system – until they open the box.
