Title
Currys - Making Sustainability Child's PlayTitle
Challenge
Currys faced a challenge of raising awareness about their green credentials and motivating customers—who were often in distress mode when purchasing—to consider sustainable appliances. Despite being a leader in affordable, sustainable tech, many customers weren't factoring in these elements during their buying decisions.
Solution
The campaign focused on creating a simple and engaging concept that would cut through panic and indecision during the purchase process. This involved leveraging Currys' in-store technology experts, known as "techsperts," and introducing child-like characters—Mini-Techsperts Eddie and Ella—to communicate the benefits of upgrading to energy-efficient appliances. These characters helped convey essential information in a clear and memorable way, even for those who were new to the concept of sustainable tech.
The campaign featured a two-part video series on The Times and The Sun, as well as digital content across Meta and TikTok. The videos showcased the expertise of Mini-Techsperts Eddie and Ella, who guided viewers through the energy-saving benefits of sustainable appliances. This approach made the message relatable and easy to understand, helping customers shift from distress purchases to more considered decisions.
Results
- Significant increase in campaign recall and brand recognition.
- Shift in consumer attitudes toward upgrading to sustainable appliances.
- Positive impact on appliance sales during the campaign period.
This campaign demonstrated that communicating sustainability in a simple and engaging way can resonate with customers and drive direct action.