Downgrade Now
Challenge
To bring Back Market’s ‘Downgrade Now’ OOH campaign to life, encouraging consumers to buy refurbished devices instead of upgrading, through an intimate creator-led activation.
Solution
To evoke nostalgia in line with the campaign, we transported 70 content creators back in time for a Y2K inspired experience at Lume Studios in New York. Guests were greeted with a gallery-style exhibition featuring retro tech from Back Market – allowing them to relive their youth, interact with the products firsthand and showcase the premium quality of refurbished devices.
We immersed guests further by hosting a range of 2000’s inspired activities including tooth gem stations, phone case personalisation areas, and DIY Scoubie phone charm stations which creators could attach to their gifted devices.
DJs spun noughties tracks throughout the night, whilst guests enjoyed grazing boards and watched Y2K inspired projection-mapped content - every corner of the venue was designed to immerse guests in an interactive world.
Beyond showcasing refurbished tech, the experience was crafted to create unforgettable moments creators eagerly shared with their online communities. Their unique and authentic voices amplified the reach of Back Market and the ‘Downgrade Now’ campaign, engaging over 2 million followers.
