Tech retailer Currys is tackling the scourge of e-waste with an innovative gaming initiative that looks to inspire sustainable practices among Gen Z gaming fans.
The immersive gaming experience, imaginatively named ‘Trash Tycoons’, will be available via the popular online game Fortnite and is set to be amplified by a commercial partnership with gamer, DJ and radio host, Tyler West.
Developed by MSL’s UK branch, the creative will primarily look to educate Gen Z about e-waste, such as old mobile phones or televisions, whilst highlighting Currys’ commitment to putting an end to the issue.
“Trash Tycoon is a bold step forward in our ongoing commitment to giving tech a longer life,” Currys director of marketing Dan Rubel said.
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“Much like our ‘Beyond Techspectations’ campaign, which showcases our dedication to going above and beyond, Trash Tycoon immerses players in a virtual world where they can actively participate in recycling tech trash. It’s about leveraging innovative platforms like gaming to not only entertain but also inspire positive change, particularly when it comes to Gen Z.”
By harnessing Fortnite’s 18 million UK players, Currys will be hoping to make a strong impact on the campaign’s target audience – who according to a recent study conducted by the retailer are the age-group most prone to discarding tech waste instead of recycling it.
MSL UK ECD, Michael Dowell added: “Engaging in the world of gaming with Trash Tycoon means we’re able to amplify Currys’ dedication to sustainability, whilst also inspiring a younger generation in a more authentic and exciting way.
“We hope to captivate audiences with this gamified experience whilst delivering a powerful message about the importance of responsible e-waste disposal.”
