The Big Trade-In

Currys, the UK’s largest tech retailer, is set to make a splash with its latest trade-in and recycling campaign by AMV BBDO and Spark Foundry.

Raising awareness of a number of ‘enhanced’ trade-in offers that will see Currys payout above-market prices to customers for old TVs, smartphones and domestic appliances, the work positions Currys as the destination for electricals recycling.
In each of the spots, consumers are urged to embrace more circular buying behaviours by trading in old pieces of tech that they no longer need in a Currys store, unlocking great discounts whilst reducing the volume of e-waste going to landfill.

108,000 products were traded in at Currys last year (May 2022- April 2023), with an average value of £130 being paid out to customers per transaction. From food processors to TVs, from mobile phones to game consoles, all the old, unwanted tech is then redirected up to Europe’s largest repair lab – Currys’ 500,000 sq foot facility in Newark – to be harvested for parts, refurbished and re-sold, or recycled. Together, this vast facility assesses almost 3 million items a year, making Currys one of the nation’s leading tech re-users and recyclers.

This process is part of Currys’ ‘Long Live Your Tech’ commitment to helping its customers keep tech in circulation for longer, partly through its in-home and repair centre operations as well as encouraging and incentivising re-use and recycling.

Under the newly launched brand platform Beyond Techspectations, the campaign once again showcases the brand’s team of experts’ commitment to go above and beyond for its customers. In a series of 15’ and 30’ spots, viewers are treated to hilarious scenarios where Currys colleagues are fully prepared for the shocked reactions from customers learning about the trade-in offer. With media strategy led by Spark Foundry, the campaign has been optimised by activating Spark Foundry’s first-party data identity solution to ensure relevant cut through and powerful brand impact across Video on Demand, Digital and Social.