Can an ex-Apple Genius tell the difference between a new device and a refurbished one?
One of Back Market’s biggest consumer challenges is that people are scared the quality of a refurbished device isn’t as good as a new device.
We set out to change that perception by testing ex-Apple Geniuses to see if they could tell the difference. If they couldn’t, well they got sauced.
Agency: Back Market In House Agency & Gus
ECD: Dan Brill
In House AD & Design: Mikayla Madigan
In House Social Media Lead: Lucy Hargrove
Produced by: Unicorns & Unicorns & Melanie Baublis
The Genius Test
How do you prove to die-hard “new” buyers that refurbished devices are just as good? You ask the people they trust the most, Apple Geniuses. 4 ex-Apple Geniuses were asked to test every aspect of the devices in front of them and take a guess. Whether they were right or wrong is determined by the Apple mascot holding a rope attached to a bucket.
Genius Content was then created to help promote the video and engage our audience.
