Big Trade In

Our latest campaign for Currys promotes the retailer's trade-in and recycling initiatives. 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 the retailer as the destination for electricals recycling.

Last year, 108,000 products were traded in at Currys from May to April. 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.

This process is part of Currys’ ‘Long Live Your Tech’ commitment to helping 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.

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. The campaign has been optimised to ensure relevant cut through and powerful brand impact across video on demand, digital and social.