The new Currys ad series is focusing on the technology retailer’s trade-in and recycling initiatives.
Created by AMV BBDO and Spark Foundry, the Currys ad spots for TV, digital, and social media have been developed to raise awareness of several ‘enhanced’ trade-in offers that means Currys will pay out “above-market prices” to customers for old tech.
Whether it is TVs, smartphones or domestic appliances, Currys is calling on people to recycle and trade in their old tech via its stores and be rewarded in the process. Each Currys ad promotes circular buying behaviours that it said can reduce the volume of e-waste going to landfill.
Indeed, at The Delivery Conference in London on 6 February, Back Market’s UK boss Katy Medlock said the electricals industry needed to do more to promote the problem of e-waste. On stage with Thrift Plus’s senior commercial manager, Molly Scoular-Sutton, she said people were generally aware of the negative impact overconsumption in the fashion industry has on the environment, but more needed to be done to raise awareness of the tonnes of – often toxic – e-waste piling up in landfill globally.
Enter Currys with its national ad campaign, which runs alongside its wider ‘Long Live Your Tech’ commitment that aims to encourage consumers to keep technology in circulation for longer, and promotes its in-home and repair centre operations.
Dan Rubel, brand & marketing director at Currys, remarked: “We are proud to offer recycling, trade-in and repairs to our customers every day of the year, enabled by our enormous repair lab in Newark.
“These services mean consumers can do right by the planet and their pocket simultaneously, and especially right now with the launch of a range of enhanced trade-in deals on TVs, mobiles, consoles, as well as many other appliances. That means major value even for tech that is completely broken and unusable.”
He added that the new Currys ad campaign uses “outlandish humour to get across the outlandish value Currys is offering on unwanted tech”.
Currys also said this week that 108,000 products were traded in via the business last year (May 2022 – April 2023), with an average value of £130 being paid out to customers per transaction.
AMV BBDO senior business director Jonny White noted: “We’re always looking at ways in which creativity can impact positive sustainable behaviour change, which is the fifth part of Ad Net Zero’s action plan, and this campaign is a great example of that.
“Sustainability doesn’t have to be serious and, through the use of humour, Currys [is] helping to engage the British public to take their unwanted old tech into stores for recycling and to get money off.”
[Image credit: Green Retail World]
