How Back Market Advertises on Meta

# Ad summary This ad promotes Back Market, a service that sells refurbished electronics, in this instance AirPod Pros. The presenter is a customer of the service who talks about the fact that she purchased refurbished AirPods through Back Market. She lists a number of quality checks to ensure good working order and cosmetic condition. She then promotes the convenience and value of buying refurbished. # Brand positioning The brand Back Market promotes itself as a convenient way to get high-quality electronics for a lower price. By buying and selling refurbished electronics Back Market is also more eco-friendly than buying brand new, helping to create a circular economy in the consumer electronics space. The brand comes across as a practical, functional, and reliable way to save money on the devices customers need. # Product The product featured in the ad is refurbished Apple AirPod Pro 2s. AirPods are wireless Bluetooth earbuds that allow users to listen to audio from their phones and other devices. The AirPod Pro 2s are known for having great sound quality and noise cancellation at a compact size. Back Market has inspected and verified these used AirPods to ensure that they are in good cosmetic and functional condition. They can be returned for a full refund within 30 days or repaired under warranty for up to 12 months. According to the ad, these refurbished AirPods have "zero graffi," or zero scratches and "nessun segno," or no other signs of wear. # Visual style The ad has a polished look with an authentic, UGC feel, achieved through the single camera setup and natural lighting. The aesthetic is clean and modern, which aligns with Back Market's brand of high-quality refurbished electronics. The cuts are quick, but the content of the visuals is simple and easy to grasp. The visuals help to support the tone and message in the ad. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The presenter asks the viewer to keep a secret. - 00:02–00:06 00:02-00:06 The presenter reveals that her AirPods aren't new. The presenter then shows a phone displaying a Back Market page where she purchased refurbished AirPods. - 00:06–00:10 00:06-00:10 The presenter states that the AirPods have been professionally inspected, addressing a potential concern with buying refurbished electronics. - 00:11–00:12 00:11-00:12 The presenter shows the cosmetic condition of the AirPods, noting that there are no scratches. - 00:13–00:16 00:13-00:16 The presenter puts on the AirPods and confirms that they connect immediately and the noise cancellation works well. - 00:17–00:20 00:17-00:20 The presenter notes the excellent quality for a lower price, highlighting Back Market's value proposition. - 00:21–00:23 00:21-00:23 The presenter discusses the 30-day return window and 12-month warranty, building trust with the viewer. - 00:24–00:26 00:24-00:26 The presenter states that there's no reason to buy new AirPods, summarizing why the consumer should buy refurbished AirPods.

# Ad summary This ad compares the price of a new phone to a refurbished phone from Back Market, highlighting the savings potential. # Brand positioning Back Market is positioned as a smart alternative to buying new electronics. The brand directly addresses price sensitivity, suggesting customers can get the tech they want while spending significantly less. By presenting a refurbished phone at a much lower price, the brand emphasizes value and savings without sacrificing quality. This appeals to budget-conscious consumers who still desire premium devices but are unwilling to pay full retail price. # Product The ad features a black smartphone, implied to be the Samsung Galaxy S23 based on the fine print. The left half of the phone screen is blacked out to obscure the phone's screen, while the right half shows the phone's home screen, with rounded corners and a vibrant display. The advertisement contrasts the high cost of buying the phone new versus purchasing it 'auf Back Market' (on Back Market). The brand emphasizes the considerable savings achieved by purchasing the phone refurbished, highlighting the functional benefit of cost savings and challenging the need to buy electronics new. # Visual style The ad has a clean, modern aesthetic with a split-screen design and contrasting colors. The design uses visual comparison to emphasize the price difference between buying new versus refurbished. The layout is simple and direct, focusing on the core message of savings. # Hooks Headline: Finde den (teuren) Fehler. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Kauf schlauer # Point of view - [object Object] - [object Object] # Storyline - The ad opens by directly addressing the viewer, asking them to 'Finde den (teuren) Fehler,' or 'find the (expensive) mistake.' This is intended to hook the viewer with a question, teasing the price comparison that's about to follow. The brand asks this question. - The ad calls out the new price of a phone that is not clearly identified. The viewer is presented with 'Ich will's neu' or 'I want it new' along with the price of 440€. The audience experiences this from the perspective of a customer considering purchasing a new device. - The ad presents the alternative - buying the phone 'auf Back Market' for a drastically reduced price of 255€. The customer's perspective is portrayed by the phrase 'Ich hab nachgerechnet,' or 'I did the math,' suggesting that the savings are significant enough to warrant consideration. The brand aims to show this difference in price. - The Back Market logo is shown along with a call to action button that says 'Kauf schlauer' or 'Buy smarter' to encourage users to buy from Back Market. The brand is telling the customer to 'buy smarter' by purchasing the product from Back Market.

# Ad summary The ad highlights the price difference between buying a new iPhone 15 Pro and buying a refurbished one from Back Market, encouraging users to 'Kauf schlauer' (buy smarter) by choosing the more affordable, refurbished option. # Brand positioning Back Market is presented as a smart alternative to buying new electronics. The brand positions itself as a solution to the high costs associated with purchasing the latest tech, specifically iPhones. The brand promotes a value-driven approach by offering refurbished devices as a viable, cost-effective option. The brand aims to occupy a space in the consumer's mind as a practical and financially savvy choice for tech purchases, going against the norm of always buying new. Back Market is positioned functionally, focusing on simplicity and affordability. # Product The ad features the iPhone 15 Pro and positions Back Market as an affordable option. On the left, the price of a 'Neu' (new) iPhone is presented at €670, which is crossed out, suggesting it's an expensive choice. On the right, a refurbished iPhone 15 Pro from Back Market is shown, priced at €520. The ad is geared towards budget-conscious consumers looking to save money on their next iPhone purchase. The price acts as a barrier to purchase, which Back Market is trying to address by offering a more affordable alternative. # Visual style The ad has a clean, minimalist design with a split-screen layout. The color palette is simple. The image treatment is modern and straightforward with no filters. Typography is bold and legible. The ad contrasts typical platform content with its high-design and scannability. # Hooks Headline: Finde den (teuren) Fehler. # Benefits - [object Object] # Features - [object Object] # Call to action Kauf schlauer # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad starts by posing a question, 'Finde den (teuren) Fehler' (Find the (expensive) mistake), intended to grab the viewer's attention and provoke curiosity. The brand is speaking to the audience, presenting the concept of finding an expensive mistake. - The ad shows the price of a new iPhone 15 Pro at €670 and indicates that "Ich will's neu" (I want it new). This showcases the initial desire for a new device from the customer's perspective, highlighting the higher cost associated with buying new. - The ad presents a refurbished iPhone 15 Pro from Back Market available at €520 and implies that "Ich hab nachgerechnet" (I've recalculated). This highlights the customer's perspective, showcasing the result of reassessing their options, favoring the affordable option of buying a refurbished device. - The ad promotes buying a refurbished phone from Back Market through the call to action 'Kauf schlauer' (Buy smarter), signaling the Brand’s perspective of promoting smart purchasing decisions.

# Ad summary This ad for Back Market promotes renewed technology, emphasizing the quality checks, return policy, and warranty. A smartphone displays an incoming call, symbolizing worry-free service, and a CTA button prompts users to 'Buy smarter.' The ad aims to build trust in refurbished technology by highlighting the brand's promise of quality and customer satisfaction. # Brand positioning Back Market is presented as a provider of renewed technology that assures quality and reliability. The brand positions itself as a trustworthy source for refurbished devices, emphasizing the rigorous testing process with up to 100 checkpoints, a 30-day return policy, and a 12-month warranty. It occupies a space in the consumer's mind as a smarter and worry-free alternative to buying new devices, while instilling confidence in the quality and longevity of its products. By ensuring that customers can 'Buy smarter,' Back Market positions itself against the norm of solely purchasing new technology and provides an avenue to save money and reduce electronic waste. # Product The ad promotes renewed technology devices available on Back Market. It ensures a professional quality check with up to 100 checkpoints, offering a 30-day return policy and a 12-month warranty to address purchase barriers. The product is targeted to individuals seeking reliable and cost-effective alternatives to new devices. The refurbished devices undergo a thorough inspection process to ensure functionality and quality, alleviating the concern associated with buying used or renewed tech. # Visual style The ad uses a clean and modern visual style with a focus on clarity and simplicity. The color palette is minimal, with a light green background contrasted by black text and elements, making the information easily scannable. The smartphone graphic is sleek, and the overall design feels tailored for digital platforms like Instagram Stories. The use of checkmarks and concise text creates a sense of trustworthiness and assurance. # Hooks Headline: Erneuerte Technik, abgesichert durch das Back Market-Versprechen. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Kauf schlauer # Point of view - [object Object] # Storyline - The ad begins by stating that the brand promises renewed technology that is assured. The brand is conveying its commitment to quality and reliability. - A visual of a smartphone is shown that displays an incoming call labeled 'Sorgenfreiheit' (Worry-free). This visual represents a brand promise of problem-free device usage. - The ad highlights specific features of the product like its professional quality checks with up to 100 checkpoints, 30-day return policy, and 12-month guarantee. The brand is highlighting the safeguards. - The ad concludes with a call to action, 'Kauf schlauer' (Buy smarter). The brand is encouraging users to make an informed purchasing decision, reinforcing its value proposition.

# Ad summary A woman doing her makeup in her bathroom describes how buying a phone from Back Market allows users to get the same phone with a good battery at a cheaper price than new. # Brand positioning Back Market is positioned as a source for tested and warrantied used electronics, and the ad is designed to encourage buying refurbished devices. The tone is casual, positioning Back Market as a smart alternative to buying new. It goes against category norms of consumers only buying brand new electronics. The brand is presented as a functional solution that gives users the same device with the same functionalities for a better price. # Product The product being advertised is the option to buy refurbished Samsung Galaxy S23 phones from Back Market. The ad highlights the phones come with a tested battery, 30-day return window, and 1-year guarantee with the Back Market promise. Back Market addresses the potential purchase barrier that used phones may not perform as well by testing the phones and their batteries before shipping them. # Visual style The ad's aesthetic has a UGC feel. The editing is basic with quick cuts between the woman talking and shots of the product. The ad is well-lit with a neutral tone, which supports the casual tone and audience. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 A woman with a burgundy headband applies makeup and says that people make a big mistake when buying a phone. - 00:04–00:04 00:04–00:04 She says they buy new, referring to phones, implying that is the mistake. - 00:05–00:12 00:05–00:12 The woman says she bought a Samsung Galaxy S23 from Back Market and was curious about the phone's condition. - 00:12–00:18 00:12–00:18 She states that every device is completely tested including the battery and performance before it's shipped. - 00:18–00:24 00:18–00:24 The woman curls her hair and claims that you also get a 30-day return window and 1-year guarantee with the Back Market promise. - 00:25–00:28 00:25–00:28 She states that buying a refurbished phone from Back Market gives you the same phone, good battery, only cheaper than new!

# Ad summary This ad compares the price of a new phone to a refurbished phone. The prices are set apart on either side of a photo of the phone. The ad then prompts the user to download the app. # Brand positioning Back Market is positioned as a smart alternative to buying new electronics. The brand highlights value by comparing the cost of a new device to a refurbished one, appealing to price-conscious consumers who seek quality without overspending. The brand promotes smart consumerism, as suggested by the call to action to download the app for intelligent purchasing. # Product The ad showcases a generic smartphone, seemingly a Samsung Galaxy S23 based on fine print. The phone is displayed with a black case covering half of the screen, while the visible part of the screen displays a gradient image. The ad highlights the price difference between buying the phone new versus purchasing it refurbished through Back Market. The ad promotes the value of considering refurbished options as a cost-effective alternative to buying new, suggesting consumers can save money without sacrificing quality or functionality. # Visual style The ad uses a clean, minimalist style with bright, contrasting colors and clear typography. The focus is on the product and pricing information, presented in a straightforward and easily digestible manner. The overall aesthetic is modern and tech-focused, with a split color background to visually separate the pricing comparison. # Hooks Headline: C'è chi paga di più. # Benefits - [object Object] # Call to action Compra intelligente. Scarica l'app. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by questioning who pays more, implying that some consumers are overspending on electronics. This is intended to engage the audience's attention and prompt them to consider their purchasing habits from the brand’s perspective. - The ad presents two contrasting consumer mindsets. One side states “I want it new” alongside the higher price of buying new. The second consumer says “I did the math” with a significantly lower price through Back Market. This highlights the price disparity and encourages viewers to consider the savings offered by the brand from a consumer perspective. - The ad concludes with a call to action to download the app for smart shopping. This directs the viewer to take immediate action and explore the potential savings and benefits offered by Back Market from the brand’s perspective.

# Ad summary This ad for Back Market compares the price of an iPhone if purchased new, versus if purchased reconditioned from Back Market. # Brand positioning Back Market is positioned as a smart alternative to purchasing electronics new. They present themselves as the option for consumers who want the same high-end devices, but at a significantly lower price. The brand stands against the norm of always buying new, encouraging consumers to consider refurbished options as a way to save money and make an intelligent purchase. Their approach is functional, emphasizing the practical benefits of cost savings without sacrificing quality. # Product The advertised product is a refurbished iPhone, specifically presented as a cost-effective alternative to buying a new iPhone 15 Pro. The ad highlights a significant price difference, suggesting that customers can save money by choosing a reconditioned iPhone from Back Market. The product is for individuals who want the latest technology but are price-conscious and open to buying refurbished electronics. The ad addresses the purchase barrier of high costs associated with new devices by offering a reconditioned option at a lower price point, making it more accessible to budget-minded consumers. # Visual style The ad has a clean and modern design with a split-screen color scheme in light purple and light green. The focus is on the product (iPhone) in the center, flanked by simple text elements on either side. The production quality is high, with a professional look. The typography is clean and legible, contributing to the overall clarity and scannability. The ad appears designed for in-feed display, with a minimalist aesthetic aimed at capturing attention without being overly distracting. # Hooks Headline: C'è chi paga di più. # Benefits - [object Object] # Features - [object Object] # Call to action Compra intelligente. Scarica l'app. # Point of view - [object Object] # Storyline - The ad starts with the question “C'è chi paga di più”, which translates to "There are those who pay more", setting up a comparison and implying that some people overspend. The brand is using this question to hook the viewer and challenge the assumption that buying new is always the best option. - Next, the ad shows the statement “Lo voglio nuovo”, which translates to “I want it new”, paired with the price of 850€ for a new device, establishing the higher cost associated with buying new. The customer’s perspective is being represented, showing the desire for a new product but highlighting the financial commitment. - Then, the ad presents the phrase “Ho fatto due conti”, which translates to “I did the math", along with the price of 530€ for a reconditioned device on Back Market, demonstrating the potential savings. The customer's perspective is shown again, demonstrating a smart, cost-conscious approach to purchasing electronics. - Finally, the ad concludes with a call to action, “Compra intelligente. Scarica l’app.” which translates to “Buy smart. Download the app.”, encouraging viewers to take the next step and explore Back Market's offerings. The brand is speaking directly to the viewer, promoting their app as the means to make a smart purchase.

# Ad summary This ad promotes Back Market by highlighting the quality of their refurbished devices, trial period, and warranty. The ad encourages users to download the app for smart shopping. # Brand positioning Back Market is presented as a provider of high-quality refurbished devices that offer both reliability and value. The brand promise centers around trust and quality assurance, as shown by the emphasis on quality control, a trial period, and a warranty. Back Market aims to position itself as a smart alternative to buying new devices, appealing to consumers who seek both affordability and peace of mind when purchasing tech products. # Product The ad promotes refurbished electronic devices available through the Back Market app. It assures quality through rigorous quality control with up to 100 checkpoints, gives customers a 30-day trial period, and offers a 12-month warranty. These features collectively lower the risk associated with buying used electronics and highlights that buying via Back Market is a smart, safe choice. # Visual style The ad uses a clean, minimalist visual style with a focus on conveying information clearly and quickly. It features a smartphone mockup against a solid-colored background, combined with simple typography. The layout is organized and emphasizes key features of the Back Market service. # Hooks Headline: Dispositivi ricondizionati supportati dalla promessa Back Market. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Compra intelligente. Scarica l'app. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins by stating that Back Market offers refurbished devices supported by a promise, which immediately sets the stage for a focus on reliability and quality. This message, presented from the brand's perspective, establishes the central theme of the ad: trustworthy refurbished tech. - Next, the ad showcases a smartphone displaying an incoming call screen, with the notification title reading "La tranquillità", which translates to "Tranquility". The presence of this image conveys the message that the user can experience tranquility knowing the devices being sold on Back Market are guaranteed to be of high quality. This section of the ad shows a representation of a customer and what they experience when they shop from Back Market. - Then, the ad lists the product's key selling points: a quality control process with up to 100 checkpoints, a 30-day trial period, and a 12-month warranty, presented from the brand’s perspective. By listing these features, the ad communicates what it offers to its customer base and why they should purchase from them. - The ad finishes with a direct call to action, urging viewers to "Compra intelligente. Scarica l'app.", meaning "Shop smart. Download the app.", presented from the brand's perspective. This encourages immediate engagement.

# Ad summary This ad for Back Market highlights the company's commitment to providing quality refurbished devices, focusing on the benefits of buying refurbished, such as expert reconditioning, warranty, and a trial period. It addresses potential consumer concerns by ensuring there are no surprises with the battery, no hidden damage, and no unprofessional sellers. # Brand positioning Back Market is presented as a customer-centric company focused on providing reliable refurbished devices. The brand aims to occupy the space of a trustworthy and quality-assured marketplace for pre-owned electronics. The brand values of reliability, professionalism, and customer protection are evident. By offering guarantees like reconditioning by professionals, warranty, and a trial period, Back Market positions itself against typical negative perceptions of the refurbished market, such as unreliable products or untrustworthy sellers. The brand positioning is functional, focusing on the tangible benefits of buying refurbished devices through their platform. # Product The ad promotes Back Market's platform for buying and selling refurbished electronic devices. The products are presented as professionally reconditioned with a guarantee of quality, offering a 12-month warranty and a 30-day trial period. The ad is intended for customers who want to purchase electronics in a more sustainable and cost-effective way. The benefits explicitly address potential purchase barriers such as concerns about reliability, battery health, hidden damages, and unprofessional sellers. The ad emphasizes that devices sold on Back Market undergo a thorough reconditioning process and come with customer protections. # Visual style The ad has a clean, minimalist visual style with a focus on clear communication and trust. The production quality appears highly polished with a studio shot. The color scheme is simple, using a pastel green background with white and black text elements. The typography is clean and legible. The overall effect is professional and trustworthy. # Hooks Headline: Dispositivi ricondizionati supportati dalla promessa Back Market. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Compra intelligente. Scarica l'app. # Point of view - [object Object] # Storyline - The ad opens by introducing Back Market's central promise: providing refurbished devices that are supported and guaranteed by their platform. This establishes the ad's intention to focus on building trust and credibility for buying refurbished devices, told from Back Market's perspective. - Two frames appear, 'Cosa garantiamo' (What we guarantee) and 'Come ti proteggiamo' (How we protect you), describing the specific advantages and guarantees of buying refurbished devices through Back Market. This presents specific benefits and addresses common concerns, told from Back Market's perspective. - The ad shows a call to action that encourages users to download the app. The perspective shifts to directly inviting the audience to engage with the brand, from the brand's perspective. - Finally, the Back Market logo appears. This reinforces brand recognition and assures viewers that the promises made are backed by a reputable company, presented from the brand's perspective.

# Ad summary This ad promotes refurbished electronics from Back Market and discusses the high quality and lower prices of the products. The ad features a content creator who shares her personal experiences and satisfaction with the brand. She emphasizes that refurbished products look and function like new, offering a cost-effective and environmentally friendly alternative to buying new electronics. # Brand positioning Back Market is presented as a provider of refurbished electronics that offers an alternative to buying new devices. The brand positions itself as a place to buy electronics that are more affordable. The company promotes a sustainable lifestyle, suggesting that buying used electronics is an environmentally conscious choice. It pushes against the norm of always buying new and aligns with values of practicality, savings, and environmental responsibility. # Product The featured product is a set of refurbished AirPods Pro, specifically highlighted for their excellent condition, functionality, and cost-effectiveness. These are professionally renewed by Back Market and are shown to function seamlessly with the user's phone, offering sound, connectivity, and noise-canceling features comparable to new AirPods. The ad explicitly addresses concerns about the condition of used electronics, emphasizing that the refurbished AirPods look and perform like new. The product comes with a 30-day return policy and a one-year warranty, mitigating purchase barriers and assuring customers of the quality and reliability of the product. # Visual style The ad features a UGC-style visual aesthetic, giving it a raw and authentic feel, likely filmed on a phone. The editing includes quick cuts to maintain a fast pace, and transitions are simple. The production quality is casual, which aims to create a sense of trust and relatability with the audience. The pacing is quick to keep the viewer engaged. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 A woman speaks to the camera, holding a box of AirPods Pro, hinting at a secret find. She introduces that these are not new, but she bought them anyway. - 00:04–00:09 The ad then transitions to a screen recording of the Back Market website, showing the search for AirPods Pro and emphasizing that the products are refurbished but professionally renewed. - 00:09–00:12 The content creator is shown using the AirPods, emphasizing their sound quality, phone connectivity, and noise-canceling features. - 00:12–00:16 The content creator displays the AirPods Pro case, highlighting its condition. She states that the product looks new. - 00:16–00:26 The content creator emphasizes that the only difference between the refurbished AirPods and new ones is the lower price, while also mentioning the 30-day return policy and one-year warranty provided by Back Market. - 00:26–00:29 She states that buying new is not always necessary. - 00:29–00:31 A final screen displays the Back Market logo and slogan, reinforcing the brand’s message of smart and renewed purchases.

# Ad summary This advertisement promotes the Back Market app, which offers flash sales on renewed or refurbished technology. The ad shows a woman being surprised by Back Market App offers, then shopping on the app. # Brand positioning Back Market is presented as a platform for purchasing renewed or refurbished technology at discounted prices. The brand positions itself as providing customers with flash sales and top offers on various tech products like MacBooks, Apple Watches, and iPads. The brand's positioning is functional and value-driven, focusing on price-performance and the availability of deals. The brand promotes simplicity and value, and the use of the app implies convenience and accessibility. It pushes against the norm of always buying new technology by offering quality renewed options. # Product The featured product is the Back Market app, which is a platform offering flash sales and top offers on renewed or refurbished technology. The app provides access to various tech products, including MacBooks, Apple Watches, and iPads. It emphasizes extra-strong price-performance, allowing users to get deals on devices. The ad shows that the app offers discounts, such as up to €20 off on selected iPads for a limited time. It addresses the purchase barrier of high prices by highlighting the discounted rates and flash sales. # Visual style The ad has a UGC feel with natural lighting and simple backgrounds. The editing style includes quick cuts to convey a sense of urgency and excitement, especially in the beginning. The production quality leans towards a polished commercial but maintains a relatable, casual tone. The pacing is fast at the beginning with lots of cuts per minute and slows down when the woman is using the app. Text and sound effects are synced with the visuals. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Hol dir die App. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A woman is brushing her teeth in a bathroom when she is startled by a sound notification from her phone. This creates a sense of surprise and intrusion. - 00:02–00:03 00:02–00:03 The woman is startled by another sound notification and rushes out of the bathroom. This conveys a sense of urgency. - 00:03–00:05 00:03–00:05 The woman rushes through her apartment and picks up a grocery bag. This amplifies her sense of urgency and anticipation. - 00:05–00:08 00:05–00:08 The woman dives onto her bed and grabs clothes, seeming overwhelmed. This continues the frantic pace and excitement. - 00:08–00:12 00:08–00:12 The woman is now sitting on a couch scrolling through her phone. The pacing slows as the sound notifications continue. This suggests she's now shopping on the Back Market app. - 00:12–00:17 00:12–00:17 The screen shows the interface of the Back Market app on the woman’s phone, displaying flash sales for iPads with discounts. This highlights the product and its features. - 00:17–00:22 00:17–00:22 The screen transitions to a solid yellow background with text promoting early access to deals exclusively in the app, then displays the Back Market logo with app store download options. This provides a clear call to action and reinforces the brand.

# Ad summary This ad promotes Back Market, a marketplace for refurbished electronics, by showing a creator highlighting her recently purchased AirPod Pros. # Brand positioning Back Market is presented as a marketplace for certified refurbished electronics. The ad positions the brand as a sustainable alternative to buying new, offering a wide range of tech products that have been professionally restored to full working order. Back Market pushes against the norm of consumerism by providing quality electronics at a lower price point than new. The brand provides economic advantages while also promoting environmentally conscious buying behavior by encouraging electronics to be reused instead of discarded. # Product The product featured is the AirPod Pro 2, purchased from Back Market. These are wireless earbuds that connect to devices via Bluetooth. The product is 'professionell erneuert,' which means professionally renewed. The key selling point is that they function like new, with sound, connectivity, and noise cancelling all working perfectly. The advertised models look like new upon arrival. By purchasing refurbished AirPod Pros from Back Market, customers can save money without sacrificing quality. Furthermore, there is a 30-day return policy and a 1-year warranty. # Visual style The ad's visual style is casual and UGC-like. The video is shot with simple framing, static shots, and natural lighting. The editing is straightforward with minimal transitions between shots, maintaining a consistent pace. The production quality aligns with typical user-generated content, which makes the ad feel authentic and relatable. All shots are center-framed. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator states that she was skeptical about buying refurbished AirPod Pros. - 00:02–00:04 She explains that she purchased them anyway because they are not new. - 00:04–00:08 The Back Market logo is shown, then the interface of the website. She explains that the electronics sold on Back Market are refurbished. - 00:09–00:12 She uses the AirPod Pros and lists features like sound, connectivity, and noise cancelling. - 00:13–00:16 She shows the product’s good condition, noting that they look like new. - 00:17–00:26 She states that the only difference with buying from Back Market is that it’s cheaper than buying new. She adds there is a 30-day return policy and 1-year warranty. - 00:26–00:29 The creator directly addresses the audience and states, 'man braucht nicht immer neu,' meaning, 'you don’t always need new.'

# Ad summary A young woman in an apartment showcases refurbished AirPods Pro 2 purchased from Back Market, emphasizing their quality, lack of scratches, seamless connection, noise cancellation, affordability compared to new AirPods, and the platform's 30-day return policy and 12-month warranty. # Brand positioning Back Market is presented as a trusted online marketplace for refurbished electronics, positioned as a smarter and more affordable alternative to buying new devices. The brand promises excellent quality and reliability through professional inspection and guarantees, aiming to alleviate concerns about the condition of pre-owned tech. Back Market promotes the value of sustainability by extending the life of electronics and reducing waste, appealing to environmentally conscious consumers who seek quality without the premium price tag of new products. # Product The advertised product is a pair of refurbished AirPods Pro 2 purchased from Back Market. The AirPods are described as being professionally inspected, controlled, and in excellent condition, with zero scratches or signs of wear. The ad highlights features such as seamless connection and effective noise cancellation. Back Market addresses the potential concerns about purchasing pre-owned electronics by emphasizing the quality assurance process, along with the 30-day return policy and a 12-month warranty, providing added security for the customer. # Visual style The ad uses a bright and clean aesthetic, reminiscent of user-generated content, with a focus on clear visuals and direct communication. The editing style is simple, with static shots and occasional close-ups to highlight product features. The production quality has a polished UGC feel, using natural lighting and a casual tone. The pacing is moderate, with cuts timed to emphasize key points in the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The content creator starts by hinting at a secret. - 00:01–00:06 The content creator reveals that the AirPods are not new but are refurbished from Back Market, which prompts the content creator to introduce and emphasize the platform. - 00:06–00:13 Responding to potential skepticism, the content creator assures viewers that the AirPods have been professionally inspected, and showcases their pristine condition, highlighting the 'zero scratches' aspect to reassure potential buyers about quality. - 00:13–00:16 Continuing the product demo, the content creator demonstrates the ease of connection and praises the noise cancellation feature. - 00:16–00:20 The content creator reiterates the excellent quality and affordability compared to new AirPods, reinforcing Back Market's value proposition. - 00:20–00:24 To alleviate concerns and instill confidence in potential customers, the content creator concludes by highlighting Back Market's customer-friendly policies, including a 30-day return policy and a 12-month warranty, and reinforces the value proposition. - 00:24–00:26 Closing the loop, the content creator shares the personal experience of not needing to buy AirPods new.

# Ad summary This ad promotes Back Market, a marketplace for refurbished electronics. The ad opens with a woman expressing frustration with old phones that die at 20% battery. She introduces Back Market as a solution, stating that they test and, if needed, replace the batteries of phones sold on their website. She closes by stating that the phones have 30 days of recesso and 12 months of warranty. # Brand positioning Back Market is presented as a reliable source for refurbished electronics. The brand addresses consumer concerns about the reliability and battery life of used devices by thoroughly testing them and replacing batteries if needed. They differentiate themselves by offering peace of mind through quality assurance, 30-day returns, and a 12-month warranty. The brand positions itself as a practical and trustworthy option for budget-conscious consumers who want high-quality devices. # Product The featured product is refurbished smartphones, specifically sold through the Back Market online marketplace. These phones are presented as high-quality alternatives to new devices, offered at a more affordable price. Each phone undergoes thorough testing, including battery functionality. If the battery is not in optimal condition, it is replaced. This ensures the phone has reliable battery life and eliminates random shutdowns. Back Market offers a 30-day return policy and a 12-month warranty to address any consumer concerns about buying used electronics. # Visual style The ad has a polished UGC feel, with a clean background and simple framing. The editing style is straightforward, with static shots and smooth transitions. The lighting is natural, creating a bright and welcoming atmosphere. The pacing is consistent, with moderate cuts per minute, focusing on clear communication rather than rapid visual changes. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The creator is asking if the viewer remembers old phones that would shut off at 20% battery. This highlights a common frustration with old devices. The creator is speaking directly to the camera with a frustrated tone. - 00:04–00:08 00:04–00:08 The creator is referencing their own concern about buying a refurbished phone on Back Market. This introduces the product category while also foreshadowing a positive resolution. The creator’s perspective is conveyed through their personal narration and the display of the Back Market website on a phone screen. - 00:08–00:12 00:08–00:12 The creator then states that devices on Back Market are completely tested, battery included. This begins to present Back Market as a reliable solution, assuring viewers of the product's quality. The creator speaks directly to the camera in a clear and informative tone. - 00:12–00:14 00:12–00:14 The creator states that if the battery is not in good condition, it will be replaced. This expands on the previous point, reassuring viewers that Back Market addresses battery-related issues. The creator speaks directly to the camera in a clear and informative tone. - 00:14–00:17 00:14–00:17 The creator states that there are no random shutdowns and that the battery lasts. This reinforces the benefits of Back Market's testing and replacement policy. The creator speaks directly to the camera in a clear and informative tone. - 00:17–00:20 00:17–00:20 The creator mentions 30 days of recesso and 12 months of warranty. This continues to present Back Market as a reliable solution, assuring viewers of the product's quality. The creator speaks directly to the camera in a clear and informative tone. - 00:20–00:25 00:20–00:25 The creator closes by promoting Back Market as offering high-quality, convenient phones compared to buying a new phone. This summarizes the key value proposition of the brand. The creator speaks directly to the camera in a clear and informative tone.

# Ad summary This ad for Back Market shows a Macbook Air M2 with a price of 560€ on Back Market versus 800€ new. The tagline is "Kauf nicht neu. Kauf schlauer." # Brand positioning Back Market is positioned as a smart alternative to buying new electronics. The brand is presented as a savvy and eco-conscious choice for consumers looking to save money without sacrificing quality. Back Market directly challenges the norm of always buying new, promoting a smarter, more sustainable approach to tech consumption, and appealing to value-driven and environmentally aware consumers. # Product The featured product is a refurbished MacBook Air M2, available for purchase on Back Market. The ad emphasizes the price difference between buying the MacBook Air M2 on Back Market for 560€ versus buying it new for 800€. This price advantage is the primary selling point, highlighting the cost savings that Back Market offers. The ad is telling the viewer that this product is worth trying because it can save them a significant amount of money compared to buying the same product brand new. # Visual style The ad has a clean and minimalist aesthetic, using a light green background and clear typography. The MacBook Air M2 is the main focus, presented in a straightforward manner. The editing is simple with quick cuts. The production quality is high-end and commercial. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad starts with the Back Market logo against a light green background, quickly transitioning to a shot of a silver MacBook Air M2 being revealed. - 00:01–00:04 The MacBook opens up to show a keyboard and screen with information about the MacBook Air M2 price being lower on Back Market. - 00:04–00:06 The ad shifts to a wider view of the opened Macbook with the prices being shown. - 00:06–00:08 The ad concludes with the Back Market logo and the tagline, "Kauf nicht neu. Kauf schlauer."

# Ad summary This ad promotes Back Market, a platform for refurbished electronics. The ad features a woman discussing common concerns about purchasing refurbished phones, such as battery life, and explains how Back Market addresses these concerns. She highlights that all devices are tested and batteries are replaced if needed, plus offers 30-day returns and a 12-month guarantee. # Brand positioning Back Market is presented as a reliable and trustworthy platform for purchasing refurbished electronics, specifically smartphones. The brand aims to occupy the space of providing high-quality, rigorously tested devices at a more affordable price than new ones. It aligns with values of sustainability and cost-effectiveness, pushing against the norm of always buying new electronics. The brand positioning is functional, emphasizing the performance and quality of refurbished devices, backed by guarantees and return policies. # Product The ad promotes refurbished smartphones available on Back Market, focusing on their reliability and quality. Refurbished phones on Back Market undergo thorough testing, including battery checks, with replacements provided if needed. This resolves the common concern about battery life in refurbished devices. Back Market offers a 30-day return policy and a 12-month guarantee, assuring customers of their purchase's quality and longevity. The phones are presented as a cost-effective alternative to new devices without sacrificing performance or reliability. The ad emphasizes that buying from Back Market provides high-quality phones that are more convenient than buying new. # Visual style The ad has a clean, UGC-style aesthetic with soft lighting and a simple background. The editing style includes quick cuts between the speaker and phone screen. The production quality leans towards polished, reflecting a mid-tier commercial feel with a personal touch. The pacing is fairly consistent, keeping the video engaging. The text is timed to voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Scarica l'app # Point of view - [object Object] # Storyline - 00:00–00:04 The creator addresses viewers with a common concern about refurbished phones. - 00:04–00:07 The creator introduces Back Market as a solution to this concern. - 00:07–00:14 She explains the comprehensive testing and battery replacement process Back Market employs. - 00:14–00:17 The creator reinforces the reliability of refurbished phones from Back Market. - 00:17–00:25 She closes with the additional perks of 30-day returns and a 12-month guarantee. - 00:25–00:28 The ad ends with a call to action to download the app.

# Ad summary This ad promotes Back Market's refurbished AirPods Pro by highlighting their good condition and functionality while underscoring the fact that these are more budget-friendly than brand new ones. # Brand positioning Back Market is presented as a provider of professionally refurbished tech, offering products that undergo a rigorous 100-point inspection to ensure quality. The brand encourages consumers to consider refurbished options as a cost-effective and sustainable alternative to buying new devices. Back Market positions itself as a reliable source for used tech, minimizing concerns around quality and functionality through professional inspection and warranty guarantees. The brand seems to align with the values of affordability and environmental consciousness. # Product The ad promotes professionally refurbished AirPods Pro from Back Market. The AirPods Pro are wireless earbuds that connect to devices via Bluetooth for listening to audio. The refurbished AirPods are presented as being in 'really good condition' with no visible damage to the case or earbuds and fully functional noise cancelling. They pair straight to the phone, having been professionally inspected by Back Market, passing a minimum 100-point quality inspection. Buying refurbished through Back Market addresses concerns about the quality and functionality of used tech by offering products that are professionally checked and sold with a 30-day return policy and a 12-month warranty. # Visual style The ad has a scrappy, UGC feel. The video is filmed outside with natural light. The cuts are fairly quick. The simple graphics at the end of the video are timed to match the beat of the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Downgrade now. # Point of view - [object Object] # Storyline - 00:00–00:04 The creator begins by holding up a pair of AirPods Pro in their case and mentions that she tried to order refurbished AirPods, which turned out to be in good condition. - 00:04–00:09 She highlights that the AirPods are professionally refurbished from Back Market, and shows a close-up of the case and earbuds, stating there is no visible damage. - 00:09–00:13 The creator demonstrates the product's functionality, showing the AirPods pairing to an iPhone, and stating the noise cancelling works perfectly. - 00:13–00:20 She states that the devices have been professionally inspected, and Back Market ensures all tech passes a minimum 100-point professional quality inspection before being sold. - 00:20–00:23 She highlights purchase protections, which include a 30-day return policy and a 12-month warranty. - 00:23–00:25 She closes the ad by encouraging the viewer that they do not need new tech.

# Ad summary A woman touts Back Market for selling professionally inspected refurbished Airpods. She holds the product, points out that they are scratch and blemish-free, connects to a phone, and raves about the noise cancellation. She points out Back Market offers a 30-day return policy and a 12-month guarantee, making refurbished Airpods a great option. # Brand positioning Back Market is presented as the solution for people who want high-quality tech without paying premium prices. The brand aims to occupy a space in the consumer's mind that values sustainability and smart spending, aligning with a lifestyle that appreciates value and quality without unnecessary costs. The brand pushes against the norm of always buying new electronics by promoting professionally inspected, refurbished electronics, pushing against competitor behaviors that emphasize only new products. The brand positioning is functional, highlighting the performance and cost-effectiveness of its products. # Product The featured product is professionally inspected refurbished Apple AirPods, specifically identified as AirPods Pro 2 (2024). These AirPods are available on Back Market and offer the same functionality and high quality as new ones but at a more affordable price. They are thoroughly checked and inspected to ensure they have zero scratches or signs of wear and tear. Key features highlighted include immediate connectivity, excellent noise cancellation, and overall excellent quality. Back Market addresses purchase barriers by offering a 30-day return policy and a 12-month guarantee, reassuring potential buyers of the product's reliability and the company's commitment to customer satisfaction. The ad emphasizes that these refurbished AirPods offer a more convenient and cost-effective alternative to buying new. # Visual style The ad has a clean, UGC-inspired aesthetic. It combines direct-to-camera testimonials with product close-ups and screen recordings. The editing style uses quick cuts to maintain a brisk pace, alternating between the woman speaking and product demos. The overall production quality is polished, lending a sense of trustworthiness to the content. The pacing is quick, with approximately 15 cuts per minute, synchronized with spoken content to emphasize key points. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Scarica l'app # Point of view - [object Object] # Storyline - 00:00–00:00 The ad opens with the woman inviting the viewer to come closer, immediately creating a sense of engagement. This serves as a direct invitation to pay attention to what she is about to say. - 00:00–00:04 00:00–00:04: The woman addresses a common misconception about refurbished AirPods, setting up the narrative by challenging the viewer's potential skepticism. This is presented from the woman's perspective, acting as a relatable consumer. - 00:04–00:07 00:04–00:07: She shows the Back Market website on her phone, demonstrating where the refurbished AirPods can be purchased. This beat provides a visual confirmation of the product’s availability on the platform, adding a layer of credibility and direction. - 00:07–00:10 00:07–00:10: She highlights that the refurbished AirPods have been professionally checked and inspected, reassuring viewers about the quality of the product. This builds trust by emphasizing the thoroughness of the refurbishment process. - 00:11–00:13 00:11–00:13: She shows a close-up view of the AirPods, highlighting their scratch-free and unmarked condition, reinforcing the promise of like-new quality. This is told from her POV and the brand's POV as the visual evidence supports her claims. - 00:13–00:16 00:13–00:16: The woman puts on the AirPods and connects them to her phone, demonstrating their immediate connectivity and excellent noise cancellation. This offers a real-world demonstration of the product in use, making its features more tangible. - 00:17–00:20 00:17–00:20: The narrator summarizes the product's value proposition, emphasizing its excellent quality and cost-effectiveness compared to new AirPods, reinforcing the ad’s central promise. - 00:21–00:24 00:21–00:24: She mentions Back Market's additional benefits, such as a 30-day return policy and a 12-month guarantee, further reducing purchase risk and enhancing trust. This beat addresses potential concerns about buying refurbished products, making them more appealing. - 00:24–00:26 00:24–00:26: She concludes with her personal endorsement, stating that she doesn’t need to buy new AirPods anymore, reinforcing the ad's message with a relatable personal testimonial. This beat adds a final layer of credibility and personal connection, summarizing the benefits in a straightforward manner.

# Ad summary This ad for Back Market compares the price of a reconditioned MacBook Air M2 to the price of a brand-new version of the same laptop. The ad uses a bright color and a techno music track to appeal to its target audience. # Brand positioning Back Market is presented as a modern, price-conscious marketplace for reconditioned electronics. The brand occupies a space for consumers seeking high-value electronics with a focus on affordability and sustainability by offering a cost-effective alternative to purchasing new devices. Back Market challenges the norm of exclusively buying brand-new by positioning refurbished devices as a viable, budget-friendly, and environmentally sound option. It promotes a savvy and responsible lifestyle by encouraging consumers to consider pre-owned electronics. # Product The featured product is the reconditioned Apple MacBook Air M2, presented as a budget-friendly alternative to purchasing the device new. The ad explicitly mentions the starting price of €590 on Back Market in comparison to the new price of €800. It highlights the cost savings available by purchasing the reconditioned version. The MacBook Air M2 is shown in its closed and open positions, displaying its sleek design and keyboard. The ad appeals to consumers seeking to save money without sacrificing the quality and performance of a high-end laptop. # Visual style The ad has a clean, modern aesthetic with a bright color palette. The editing style features smooth transitions and static shots that emphasize the product and text overlays. The production quality appears polished and commercial, supporting the brand's intended tone of trustworthiness and quality. The pacing is quick, keeping the viewer engaged with the product information and price comparison. The audio-visual sync is timed to match the music's rhythm, creating a cohesive and energetic feel. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:00 The ad opens with the Back Market logo on a lime green background, introducing the brand. - 00:00–00:02 00:00–00:02: The MacBook Air M2 slides into view, accompanied by text that says "Leggero come l’Air" (Light as Air), while the screen displays its price on Back Market (€590) alongside the price of a new version (€800). This is intended to position Back Market as a source for savings. - 00:05–00:08 00:05–00:08: The Back Market logo returns with the text "Passa al ricondizionato su Back Market" (Switch to reconditioned on Back Market) and links to the app store, reiterating the brand's position as a marketplace for reconditioned devices and providing a CTA.

# Ad summary This ad promotes Back Market, highlighting features such as flash sales, discounts on iPads, professional refurbishment, a 30-day trial period, and a 12-month dealer guarantee. It encourages users to download the app for exclusive early access to offers. # Brand positioning Back Market is presented as a provider of professionally renewed technology, such as iPhones and iPads, offering them at discounted rates. The brand positions itself as a platform where customers can find reliable, high-quality tech products that have been refurbished to meet professional standards. The brand emphasizes the value of purchasing devices that are not brand new but are still in excellent condition. Back Market aligns with a lifestyle of smart, eco-conscious consumption, pushing back against the norm of always buying the latest model by offering renewed options with guarantees and trial periods. # Product The featured product is professionally renewed iPads, specifically the iPad 10.2 (2020) - WiFi model. The ad highlights that these iPads are available with discounts during flash sales, such as a €20 reduction. Key selling points include that the iPads are professionally refurbished, come with a 30-day trial period, and a 12-month dealer guarantee. The product is aimed at consumers looking for cost-effective and reliable technology. The ad addresses the purchase barrier of trusting renewed devices by emphasizing the professional refurbishment process and offering guarantees and trial periods to assure customers of the product's quality and reliability. The ad also highlights the convenience of purchasing these iPads through the Back Market app. # Visual style The ad uses a clean, minimalist aesthetic with a consistent bright yellow background to emphasize the app interface and messaging. The editing style involves quick cuts to highlight different features and offers within the Back Market app. The production quality is polished, resembling a professional commercial, which supports the brand’s aim to convey reliability and trustworthiness. The pacing is fast, with cuts timed to the music, creating a sense of urgency and excitement. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action App herunterladen. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a mock iPhone showing two alerts: 'Der Flash Sale ist gestartet' and 'Nicht verpassen!' - 00:02–00:04 It progresses to display the Back Market logo, emphasizing flash sales with limited availability ('Flash Sales - nur noch wenige Angebote übrig'). - 00:04–00:06 Next, the ad displays the Back Market app interface, showing a user’s profile and available deals. The text overlay encourages viewers to check the top offers in the Back Market app. - 00:08–00:10 It then shows the iPad product listing page with a flash sale discount. The text overlay highlights that one can be 24 hours early at flash sales ('Bei Flash Sales immer 24 Stunden früher dran sein'). - 00:10–00:12 The ad presents the iPad being added to the cart and the product's page, noting the €20 discount at checkout. - 00:12–00:12 The ad focuses on the assurance of buying used devices by emphasizing 'Professionell Erneuert' (Professionally Renewed). - 00:12–00:14 The ad shows the 30-day trial period. - 00:14–00:16 The ad shows the 12-month guarantee. - 00:16–00:18 The ad highlights exclusivity in the app. - 00:19–00:21 The ad concludes with a call to download the app, featuring the Back Market logo and app store badges.