The second -hand sale platform Milanuncios has presented its new Brand positioning Around the “consumption positive” This seeks to evolve its brand and defends a new way of understanding consumption contrary to excess and favorable to society and the environment.
The brand is committed to consumption that “build and connect”
As the company ensures in a statement, its objective is to establish itself as a platform that goes beyond the sale and is postulated as an ally of users to find new opportunities and generate connections between people without feeling judged. The new brand positioning is devised by the branding agency, Communityand has been launched next to a manifest oriented to redefine consumption.
“They have made us believe that consuming is a problem. That is excess, selfishness, even somewhat harmful. They have filled us with rules, judgments and faults: ‘Do not buy so much’, ‘You don’t need that’, ‘Spend less’. But what if consuming could be something else? What if it were to add, connect and grow? ” They say from Milanuncios. In this regard, the platform defends the concept “positive consumption”, which defines as “A cry, an attitude, a new way of seeing the world. ” And add: “We rebel against guilt and prejudices. Here consumption does not destroy, build. It does not divide, connect“
In its manifesto, the brand points out that purchases that are made on its platform reduce waste, prolong the useful life of things, connect people and encourage communities. That is, it ensures that it is a type of purchase that also happens from desire and enjoyment, but also from consciousness. “Buy or sell in Milanuncios is to make consumption a force of change: for you, for others and for the world ”, Express.
The “positive consumption” campaign
The brand transmits the new positioning with a advertising campaign Issued by the Agency Coyote Creative Reserve. Through two 20 second spots, Milanuncios defends that it can be “buy otherwise, above judgments and guilt, reducing waste and connecting with people like you”
In both videos young people appear thinking of changing sofa, shoes or bicycle, and going to Milanuncios for buy this approach. Each piece chooses different situations but closes with the same message.
The campaign will be present in both digital media and social networks and the main video platforms,
“Milanuncios has been changing a while and this is the big step that the brand needed to continue strengthening our message: it can be consumed positively for you, for the planet and for your pocket, but you have to know how”, Explains Magalí Rey, marketing director of Milanuncios, in the statement.
Get the positive consumption to the street
On the other hand, ES3the digital agency with which Milanuncios has been working for two years, has been in charge of communicating the new brand positioning through social networks. The action has had the presenter and creator of content Xuso Jones, That in Madrid has proposed to citizens to eliminate applications where consumption moves away from being positive in exchange for 50 euros and has encouraged them to download the Milanuncios app.
With this action, Milanuncios gives continuity to a collaboration strategy with Influencersthrough which other faces have already passed such as Nil Ojeda or Lola Lolita. In the latter, the influencer jumped parachutely because, according to the brand, “The best way to communicate is jump”
The new Milanuncios brand positioning aligns with the speech that other companies in the category have promoted over the last years, and with those who encourage citizens not to consume more, but to consume better. It is the concept that has worked Wallapop In recent years with the Revuelta and Mono Madrid agencies. Recently Vinted He has also presented a new communication platform, under the Claim “New Again” and focuses on the possibilities of the second hand for the discovery of new things.
