Den Blå Avis. DBA goes live in shopping centers: Second-hand goods take on new products
Client
Den Blå Avis
Industry
Second hand sales
Services
Research
Insight
Campaign strategy
Campaign concept
Activation
Year
2024
Introduction
Den Blå Avis (DBA) is Denmark's largest second-hand sales platform and a beloved brand. From its origins as a printed newspaper to its current digital platform, DBA has been a part of Danish daily life, promoting trade and reuse. Known for making second-hand transactions easy and economical, DBA is synonymous with sustainability and smart consumer choices.
Challenge
Facing increasing competition from global players and local competitors like Trendsales, DBA needed to strengthen its position in the market. To address this, the company focused on reinforcing its core message that trading on DBA is always worthwhile—both financially and environmentally. The challenge was to differentiate DBA in a crowded marketplace while staying true to its brand values.
Insight & Solution
Recognizing that Danes continue to shop for new items while still valuing sustainability, we saw an opportunity to highlight the benefits of second-hand goods. To emphasize this, we launched a campaign through the Ocean Outdoor Digital Creative Competition, using digital screens in shopping centers across Denmark. The campaign used a live algorithm to display real-time listings from DBA, showing shoppers second-hand alternatives to the new products they were browsing. This creative approach reminded consumers that "it pays off" to choose second-hand—benefiting both their wallets and the environment.
Julie Schoen
Head of Press, DBA
