BACKMARKET

SMELL THE NEW

MY ROLE:

Strategy
Concept
CW

Back Market has built its leadership through bold, effective campaigns—making refurbished tech a smart, sustainable choice. But those arguments mostly resonate with people already inclined toward sustainability.

The real challenge was different: how do you speak to those who still choose new—despite knowing better?
Because buying new isn’t just rational. It’s emotional. The thrill of the purchase. The unboxing. The textures, the smell. That moment of “I made it.” A small but powerful dopamine hit that’s hard to give up.

So instead of asking people to let go of that feeling, we chose to preserve it—while buying refurbished.

Research consistently proves that the experience of buying and interacting with something new is more important and delivers greater happiness than simply owning it. People report higher excitement and satisfaction from the anticipation, unboxing, and initial use of new products than from long-term possession.

According to studies, 72–78% of consumers, especially in younger generations, prefer spending money on experiences over material goods, and derive more joy from the act of discovery and first moments with a new purchase than from owning it afterward.

People don’t buy new tech because of what it does — they buy it for how it feels. The anticipation, the unboxing, the dopamine rush of starting fresh — it’s a ritual that’s more emotional than rational.

SMELL THE NEW

IDEA RATIONAL

Treat your senses and your common sense

The smell of new tech is an essential part of the purchase experience — the thrill people crave. Back Market understands this, so instead of asking them to give up that excitement, we bring it back.