rebuy enters final spurt for 2023 with a new campaign

“You don’t have to rob a bank to afford sustainability!” Scene from rebuy's new campaign video (source: rebuy)

Europe's leading recommerce company rebuy is launching a new brand awareness campaign with attention-grabbing motifs and lots of humor. The message: If you buy used, sustainable consumption doesn't have to be expensive.

In the current campaign, which starts on October 4th and runs until mid-December, rebuy uses provocative motifs to show that sustainability does not have to be expensive. Because anyone who buys used items from rebuy not only receives top products, but also protects their wallet and does something good for the environment at the same time. This message comes at the right time, as studies show that people become more cautious about sustainable consumption and postpone purchases when rising energy prices and high inflation cause prices to rise noticeably. A current study by the management consultancy Deloitte came to the conclusion that consumers' willingness to pay a higher price for sustainable products fell by more than half from 67 percent in 2021 - to just 30 percent - in the following year.

The focus of the campaign is the message “You don't have to rob a bank to be able to afford sustainability.” In order to convey this message, rebuy takes the well-known saying literally and tells the story of a family that almost chooses this way out because of a lack of money a lot of humor in a 25-second spot.

Digital first campaign for maximum reach 

The campaign includes the creation of over 200 digital videos and static images tailored for platforms such as YouTube, Online TV, Meta, TikTok, Pinterest and Spotify. “With this campaign we want to educate people in an entertaining way that sustainable consumption doesn’t have to be expensive. On the contrary: If you buy from rebuy, for example, you get high-quality products significantly cheaper than if you buy them brand new. “Like new is better than new in several respects : It takes the strain off your wallet and by buying a used product – be it a smartphone or a book – you avoid wasting energy and resources,” says Laura Dehn, Brand Lead at rebuy. Kerstin Schumacher, Team Lead Content & Communication, adds: “With this campaign we are continuing what we started in the spring with the social media campaign around the cult figure Tech-Nick. We therefore consciously chose motifs that will be remembered and make people smile in order to encourage as many people as possible to shop sustainably.” The campaign is complemented by a competition on the rebuy website.

The campaign was developed by the Berlin creative agency Strobinski. Jens Agotz, Managing Director of Strobinski, explains: “The topic of sustainability should also be a big focus in digital channels. That's why we developed a surprising story that is dramatic and humorous at the same time. And it gets stuck in your head. We show that sustainability is cheaper than you think – and can be communicated with a wink.”

The film production was carried out by Zauberberg, directed by Jakob Grunert and music and sound design by Not a Machine.

Media planning and booking are carried out by the media experts from rebuy’s in-house paid marketing team. "We are launching a digital-first branding campaign as this approach combines the different advantages of our individual online platforms and ensures that rebuy's brand message reaches different target groups. In this way, we efficiently maximize both reach and attention." explains Danai Bou Aoun, Head of Paid Media at rebuy.

On the PR side, the Hamburg agency Dederichs Reinecke & Partner is responsible for the activities.

About rebuy:

rebuy recommerce GmbH is a Berlin-based recommerce company founded in 2004 - back then as trade-a-game GmbH - whose mission is to reintegrate used products into the economic cycle. Over 630 employees from a total of 35 nations ensure that we offer high-quality used products in the online shop, while conserving resources and at the same time raising people's awareness of conscious consumption. rebuy is active in seven countries: Germany, Austria, Netherlands, France, Italy, Spain and Great Britain. To ensure the consistently high quality of its products, rebuy has developed its own grading, refurbishment and preparation processes and offers a three-year guarantee on all electronic items sold. The company's CEO is Dr. Philip Gattner. Further information about the company can be found at www.rebuy.de