Christa Catharina Müller CAMPAIGN
It ran for the first time in 2020, and The Goodwins were already involved back then: Kleinanzeigen's “Green Sunday” campaign aims to position secondhand shopping as a sustainable alternative to Black Friday again this year and highlight the advantages of re-commerce.
The campaign, which will run from November 13 to 23 on TV, online video, banner ads, and social media, centers on the newly coined word “Grünstig,” a portmanteau of ‘green’ and “cheap,” which perfectly sums up the values of classified ads. This is the leading online classifieds marketplace's response to the current challenging economic situation in Germany. With “Grünstig,” the platform, which has an average of more than 55 million ads available, aims to offer a real alternative for anyone who wants to shop consciously and price-consciously in times of rising prices.
The campaign relies on innovative film production by Tektite in Berlin, directed by Hauke Hilberg. Attention was paid to green production in order to live the concept of sustainability behind the scenes as well. To promote the campaign even further, Kleinanzeigen is offering free shipping for all purchases and sales during the campaign period this year in cooperation with Hermes Germany.
The campaign aims to show how much fun secondhand shopping can be, with a particular focus on Gen Z. “With the ‘Green Sunday’ campaign, we want to show that sustainability and secondhand shopping are not only good for the environment, but also offer real benefits for people—especially Gen Z, who often have tighter budgets and can save money in a sustainable way,” says Carina Morales, Head of Brand Activation at Kleinanzeigen.
The Green Sunday shopping day developed by The Goodwins is now in its fifth year and has established itself as a fixture in the calendar of sustainable consumption events.
Mirko Stolz, co-founder and creative director of The Goodwins, says: “The world doesn't need any more shopping events that encourage overconsumption. With Green Sunday, we are celebrating a real alternative – and showing that sustainable consumption can also be affordable.”