MediaMarktSaturn has launched a new international campaign centered on its growing commitment to the circular economy. Featuring long-time brand ambassador Jürgen Klopp, the initiative promotes the retailer’s trade-in service for smartphones across all eleven of its active markets.
A traded-in Apple iPhone connects two live
In the emotional centerpiece of the campaign, Klopp trades in his used Apple iPhone through MediaMarktSaturn’s trade-in program. The device finds a second life in the hands of a young football talent who posts videos online. Klopp, a passionate football fan, watches and reacts to one of her clips — unknowingly creating a heartwarming link between the phone’s past and its new owner.
Sustainability and savings at the core
Michael Schuld, Chief Marketing Officer at MediaMarktSaturn, emphasized the dual benefit of trade-in: sustainability and affordability. “Every old device holds a new life,” he said, underlining how the campaign reflects the spirit of the times. The initiative also aims to appeal to budget-conscious consumers who are increasingly aware of environmental impact.
Germany adds extra sustainability push
In Germany, the campaign includes additional offline and digital marketing activities, such as point-of-sale posters and videos about repairs, refurbished goods, and screen protection. The media run is scheduled from April 22 to May 19, with Saatchi & Saatchi handling creative development and Publicis Media overseeing the media strategy.
Impressive year-on-year growth
MediaMarktSaturn’s focus on circular services is part of a broader corporate strategy called the Impact Experience. The results speak for themselves: trade-in product volume surged by 94%, and sales of refurbished devices soared by 275% over the past year.
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Trade-in
Repair
Refurbishing
