Cash Express launches digital campaign for new second-hand marketplace

Cash Express has launched a new national digital campaign to promote its marketplace, CashExpress.fr, focusing on the second-hand market. Created by the agency Just Happiness, the campaign uses the slogan ‘Being avant-garde is being after-garde’ to position pre-owned items—ranging from telephony and gaming to leather goods and Pokémon cards—as trendy alternatives to new products.

The campaign is entirely digital and features two television films produced using artificial intelligence, which are scheduled for a five-week broadcast on YouTube and M6+. The media plan, managed by MV Group, includes display advertising on platforms such as Leboncoin, Orange, and Jeuxvideo.com.

To engage social media audiences, the brand is collaborating with three content creators to search for products on the site. This strategic move comes as the company seeks to establish itself in the generalist marketplace ecosystem following the announced departure of Rakuten from the French market.