Watch: Currys workers get ‘drenched’ for trade-in and recycling campaign

Currys has launched a new set of campaigns highlighting its trade-in and recycling initiatives which sees the retailer pay out above market prices for old TVs, smartphones and domestic appliances.

Created by AMV BBDO and Spark Foundry, the humorous spots showcase how consumers can get a surprising amount back when they trade in their old tech.

The ‘Drenched’ spots show people asking to trade in items and being so shocked at the amount they are offered back that they spit out their drink. The smart Currys worker pulls down his pair of goggles, well aware of the public’s proclivity to surprise.

The campaign comes under the newly launched brand platform Beyond Techspectations, which showcases the brands team of experts’ commitment to go above and beyond for its customers.

It follows on from the retailer’s boss Alex Baldock criticising the government’s e-waste recycling reforms last month, due to the role of the service in the business, which is currently in the midst of a retail takeover battle.

The 15 second and 30 second spots will be shown across VOD, digital and social, with Spark Foundry carrying out the media planning and using first-party data to ensure relevant reach.

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AMV BBDO senior business director and AMV x Green lead Jonny White said: “We’re always looking at ways in which creativity can impact positive sustainable behaviour change, which is the fifth part of Ad Net Zero’s Action plan, and this campaign is a great example of that”.

“Sustainability doesn’t have to be serious and, through the use of humour Currys are helping to engage the British public to take their unwanted old tech into stores for recycling and to get money off”.

Spark Foundry managing partner Sophia Bates said: “Currys trade-in proposition directly closes the value-action gap, giving consumers what they need – a way to be more sustainable whilst also saving money. To tell this impactful story, we took a video first approach, running multiple product creatives across CTV, YouTube and social channels, we closed the purchase loop with hard working Display Media to drive consumers onsite and in-store.”

Currys marketing director Dan Rubel continued: “These services mean consumers can do right by the planet, and their pocket simultaneously, and especially right now with the launch of enhanced trade in deals on TVs mobiles, consoles, as well as many other appliances”.