HOW TO HACK POP CULTURE (FAST).

Gen Z is on a constant hunt for the best deals and some extra cash—but they possess a razor-sharp bullshit detector for inauthentic advertising. As Germany’s #1 secondhand platform, how do we win over their hearts and feeds to prove that Kleinanzeigen is the ultimate place for great deals?

A pop-culture hack. To coincide with the series finale of the Netflix hit "How to Sell Drugs Online (Fast)", lead actor Maximilian Mundt became our brand ambassador. The brand fit was so seamless, we only had to change one word: "How To Sell Secondhand Online (Fast)".

We turned Germany’s most famous fictional dealer and Gen Z icon into our very own deal expert. Across every touchpoint, Maxi did what he does best: showing the audience in their own language how to score the ultimate deals—this time, legally on Kleinanzeigen.