In the ever-evolving landscape of technology, keeping up with the latest gadgets and appliances often means saying goodbye to our old devices. But what if there was a way to not only upgrade your tech but also contribute to a more sustainable future? Enter Currys’ latest initiative: The Big Trade-In.
Currys, the UK’s largest tech retailer, has teamed up with advertising agency AMV BBDO and media agency Spark Foundry to launch a groundbreaking trade-in and recycling campaign. This innovative initiative aims to raise awareness of Currys’ enhanced trade-in offers, which offer above-market prices to customers for their old TVs, smartphones, and domestic appliances.
The campaign encourages consumers to embrace circular buying behaviors by trading in their old tech at Currys stores. Not only do customers unlock great discounts on new purchases, but they also play a crucial role in reducing the volume of electronic waste destined for landfills.
Last year alone, Currys traded in an impressive 108,000 products, with an average payout of £130 per transaction. These old and unwanted tech items are then sent to Europe’s largest repair lab, located in Currys’ 500,000-square-foot facility in Newark. Here, the devices are carefully assessed, refurbished, and resold or recycled, contributing to Currys’ status as one of the nation’s leading tech re-users and recyclers.
This commitment to sustainability is part of Currys’ “Long Live Your Tech” initiative, which aims to extend the lifespan of tech products through repair and recycling efforts. By incentivizing customers to trade in their old devices, Currys is not only helping to keep tech in circulation for longer but also reducing the environmental impact of electronic waste.
The campaign, launched under the brand platform “Beyond Techspectations,” highlights Currys’ dedication to exceeding customer expectations. Through a series of engaging spots, viewers are treated to humorous scenarios showcasing Currys’ team of experts’ readiness to assist customers with the trade-in offer.
Media strategy for the campaign is led by Spark Foundry, which has leveraged its first-party data identity solution to ensure relevant and impactful messaging across various channels, including Video on Demand, Digital, and Social.
In summary, Currys’ “The Big Trade-In” campaign represents a significant step forward in promoting sustainability within the tech industry. By offering above-market prices for old tech and promoting recycling initiatives, Currys is empowering consumers to make environmentally conscious choices while enjoying the latest technological innovations.
