DEPT drives strategy behind Europe’s cashless thrift market

No cash, no cards—just Wero. Recently, the first “Wero Thrift Club” took place in Berlin: Europe’s influencer-led, completely cashless flea market, hosted by Wero, the European payment solution developed by the European Payment Initiative (EPI).

DEPT was responsible for influencer marketing, including the development of the event concept, and curated twelve of Germany’s trendiest fashion influencers as well as creators from France and Belgium, who sold second-hand pieces exclusively via Wero—demonstrating live just how smoothly direct payments with Wero work.

Cashless meets culture in Berlin

The event concept is based on a clear strategic idea: communicating Wero’s value not only digitally, but making it tangible—positioning it as the connecting element that brings people together. DEPT identified Berlin’s vibrant flea market scene and dedicated vintage community as the ideal environment to establish Wero as a natural part of modern, cashless transactions. At the same time, the event tapped into three central trends: Europe’s growing desire for payment sovereignty versus U.S. providers, the boom of the second-hand economy among sustainability-minded consumers, and the increasing normality of cashless payments among digital natives.

From strategy to street-level buzz

DEPT oversaw the entire strategic vision and execution—from concept development to influencer selection. The agency curated twelve German fashion influencers who sold their handpicked pieces and also brought in creators from France and Belgium as visitors and buyers. Star guest Luis Freitag of the “Elevator Boys” added star power with his millions of TikTok and Instagram followers, as did Leni Marie, the younger sister of Dagi Bee. To amplify reach beyond influencer followings, DEPT developed and executed a hyper-local paid media campaign focused on Berlin and the surrounding areas within a 40-kilometer radius.

Alexander Gorich, Account Manager, DEPT: “Brands today need more than good campaigns—they need real moments where people actually are: on the street, in conversation, in real life. The Wero Thrift Club was exactly that—a moment where brand, culture, and people came together.”

Michele Hermann, Head of Marketing B2C, Wero: “DEPT helped us show that Wero is more than a payment solution—it’s a way to connect people in the moment. This event brought our brand to life, turned everyday transactions into effortless experiences, and made European payments fast, seamless, and culturally relevant.”

The “Wero Thrift Club” demonstrated what seamless payments look like: a completely cashless flea market where all peer-to-peer transactions were processed exclusively through a single payment solution. DEPT and Wero have been working together since February 2025. Event production was carried out by Das Kartell, bringing together DEPT®’s strategy and influencer marketing specialists.

www.deptagency.com

www.wero-wallet.eu

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