The Currys repairs service is the focus of a new marketing campaign from the UK technology retailer.
Aiming to raise awareness of its tech repairs capability – which take place at its dedicated site in Newark in the east midlands – the new cross-category ad campaign highlights how consumers can get their items fixed by Currys no matter where they originally purchased these goods.
The Currys repairs ads feature influencer and former World’s Strongest Man champion, Eddie Hall, who comedically dramatises his tech troubles in a four-part content series. Across the series, Hall explores all the Currys repair service has to offer – including the fact it is accredited by most major tech brands such as Microsoft.
Indeed, Currys became Microsoft’s first official retail repairer in May this year, with Microsoft Surface users in the UK able to get their laptops repaired at the tech retailer’s centre.
Currys is using it to raise awareness of the services, which is part of its mission to keep technology in circulation for longer.
Lindsay Haselhurst, Currys chief operating officer, said: “Technology is expensive – if something goes wrong, we know our customers want us to be there to help them get it working again.”
She added: “Many may be unaware, but e-waste is currently the world’s fastest growing waste stream. We can’t keep throwing it away, which is why we’re urging consumers to make the switch to ‘Repair Not Replace’ whenever possible – not just for their pocket, but for the planet too.”
To supplement the new video content, Currys commissioned research which found that UK consumers are collectively spending £9 billion each year to replace their busted tech. Some 42% of respondents automatically assumed their damaged tech was unrepairable.
According to the United Nations’ Global E-waste Monitor, the amount of e-waste discarded each year is expected to reach 82 million tonnes by 2030.
[image credit: Green Retail World]
