Tech retailer Currys has today (10 March) launched a new integrated campaign to tackle e-waste and promote its new trade-in initiative.
Developed in partnership with creative agency AMV BBDO, the campaign will be spearheaded by a 60-second hero spot that sees old tech taking matters into its own hands, and quite literally trading itself in – much to the surprise of Wembley Park shoppers.
Using motorised props, all reactions captured on the day were genuine. The creative serves to drive awareness around Currys’ commitment to the sustainable management of old tech, with a recent study indicating that the UK was the world’s second-largest generator of e-waste in 2022, producing an average of 23.9kg per person.
“When we worked on the concept for our ‘On My Way To Currys’, our main objectives were to assert ourselves as the experts and authority within our sector, whilst giving our customers reassurance that we are here to help with all their recycling needs,” Currys advertising lead, Ernest Osafo said.
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“We crafted a piece that invokes intrigue and amusement while communicating that Currys tech experts are ready and waiting to ensure customers get value for their old tech, and are able to recycle unused items sustainably”.
With media planning and buying handled by Spark Foundry, the campaign will run on social and online through to 25 April, coinciding with the retailer’s major trade-in event launched last month.
AMV BBDO creative directors Jeremy Tribe and David Westland added: ‘‘Over half a billion items of used tech are currently being hoarded in UK homes destined for landfill, yet they still hold some value. Currys, the UKs largest tech recycler, wanted to ensure people couldn’t ignore the problem so we created self-driving old tech appliances and unleashed them on the streets as they headed to Currys to be traded in and recycled”.
