Apple was the target of another brazen hijack; this time by second-hand tech platform Back Market. On Earth Day, it used the giant’s AirDrop technology to promote its refurbished alternatives via products in the Apple Store. The stunt demonstrates how to convert customers at the point of purchase, and shows how a challenger brand can maximise a hack through a PR push. ⠀ ⠀ Hack Market, 2022 Back Market Marcel Paris 2022 ⠀ ⠀ 🥇1 Gold Lion ⠀ 🥈5 Silver Lions ⠀ 🥉2 Bronze Lions ⠀ 🎗️7 Shortlisted ⠀ ⠀ Explore the world’s greatest platform of creative excellence with 200k+ Lion-winning pieces of work at lovethework.com ⠀ ⠀ #canneslions #marketing #advertising