This is what the big launch campaign of Kleinanzeigen looks like

The corporate identity of Mutabor presented at the end of April already made it clear where the journey is going: Germany's largest online classifieds market will on the one hand continue to offer its customers all the usual functionalities, but on the other hand wants to emphasise a special USP even more than before: Buying second-hand means acting sustainably. This is exactly what the wide-reaching multi-channel campaign that has just been launched is all about. In it, The Goodwins celebrates the so-called "second-hand heroes" in several spots. The films, staged in the style of epic cinema trailers, focus on people who trade their used goods sustainably on classified ads and thus make a valuable contribution to the environment. Fittingly, the new brand claim is "Classifieds. Big impact."

The Classifieds Campaign Celebrates Secondhand Heroes

The platform has some impressive figures on the subject of impact: More than 36 million users are active on classifieds every month - according to the Secondhand Effect Report 2021, together they can potentially save more than 4 million tonnes of CO2 emissions. Another side effect in times of economic crises and inflation: those who buy second-hand items can save a lot, those who sell earn some extra money and can make others happy with a second-hand item.
"Classifieds has always been the perfect marriage of affordability and sustainability," explains Iskra Velichkova, Head of Brand at Classifieds. "With the new brand, we are continuing this positioning and, as always, we want to inspire sustainable behaviour with lightness and fun instead of a raised finger - this time the secondhand heroes are helping us to do so."

Younger viewers in particular will notice that two of these heroines are familiar faces from social media: Influencers Jasmin Sibel, better known as Gnu, and Madeleine Darya Alizadeh, aka Dariadaria, appear both in spots and in the accompanying print motifs and also play a significant role in the social media extension of the campaign.

In addition to the 30-second hero film, there are several 15-second films that focus on the core areas of classifieds. These are the sections furniture, fashion, electronics, family articles and real estate. The moving image campaign was produced by the multi-award-winning Berlin production company Zauberberg, directed by Micky Sülzer, with music by Mokoh Music. To do justice to their own positioning and to set a good example, the films were realised under green production conditions in Berlin. "With our media plan, we also try to focus on low-CO2 advertising media. Except for OoH, we have already achieved this. We compensate for the total consumption of production and media control via Gold Standard projects," says Velichkova. In general, Classifieds wants to address a noticeably younger audience compared to previous campaigns under the Ebay umbrella, adds Mirko Stolz, Managing Director Creative and Co-Founder of The Goodwins. This is reflected in the young and diverse protagonists in the TV spots as well as in the humorous headlines, which are almost formulated in the typical meme style. "Nevertheless, the communication is of course aimed at everyone, just like the classifieds themselves.