Old and broken tech devices on show as Currys’ promotes Cash for Trash scheme

Activation created in partnership with AMV BBDO and Spark Foundry is happening in London, Leeds and Manchester

Tech retailer Currys’ launched a new outdoor campaign to promote its Cash for Trash initiative, an offer that gives people a minimum of £5 for any old, broken or unused technology they bring into store.

Created together with AMV BBDO and Spark Foundry, the new outdoor campaign presents passers-by with old and broken tech that they can grab on their way. Reactions are filmed as passers-by pick up items such as a broken toaster or an old mobile and discover how much the items are worth. With the permission of the passers-by, Currys’ will share the footage on its social channels.

As the UK’s largest tech recycler, Currys’ aims to provide customers with the opportunity to save money when buying new tech, while also raising awareness about tech recycling in UK’s cities with the highest level of e-waste.

Corin Mills, Head of Brand, Comms & Planning at Currys, says: “We’ve brought back Cash for Trash, as we know that despite rising inflation, people still have items hoarded at home they could exchange for monetary incentives. This special build allows us to shout about our range of initiatives in an innovative way and give passers-by an opportunity to take items into store for a voucher. As well as Cash for Trash, we’ve just launched Price Lock and 12-Month Pay Delay, meaning customers can shop with the confidence we’re offering them the best prices and pay how they wish.”

Currys’ introduced several offers earlier this month to help tackle the cost of living crisis. Along with Price Lock and Cash for Trash, Currys’ is providing a new 12-Month Pay Delay, which gives shoppers time and space to pay for the essential tech they need. These were supported by a campaign from AMV BBDO and Spark Foundry including radio, social and digital.