Case Study:

Currys: One man's trash is another man's treasure

The Accelerated Read

We helped Currys increase e-waste recycling in the UK during a cost-of-living crisis with an uplifting message about sustainability. 

Challenge

For almost 20 years, Currys’ policies have helped them collect over 200 tonnes of e-waste a day, and their Cash for Trash initiative lets people trade in their old electronics for in-store vouchers. But more can always be done, especially considering that only a third of UK adults recycle their e-waste and a mere 2% have old devices restored or fixed. 

Currys wanted to help the public increase their e-waste recycling by amplifying their Cash For Trash message. To reduce the tonnes of e-waste currently being thrown in landfills, Currys knew people needed to increase the amount they recycled. But first, they needed a better way to communicate this message. 

Solution

We devised a campaign that allowed Currys to reach lower-income households while promoting an uplifting message about sustainability to those taking part. 

Teaming up with Publicis Energy, we enhanced Currys' e-waste initiative through an impactful Out-of-Home (OOH) special build campaign. We took this idea to AMV BBDO, and crafted three giant billboards in Manchester, Leeds, and London, which were our primary activation areas as this was where the cost-of-living crisis would hit people the hardest. Together we worked out how we could convince people to get involved. 

The campaign's success relied on shared interactions within communities. Anyone could step up to the billboard and tear off old radios, game controllers, and more. Then, they were directed to the nearest Currys store, where they traded in the electronics for a voucher worth at least £5.  

We created a radio and social media presence on TikTok and Meta, spreading our messages and driving positive sentiment during a challenging time for many people. Alongside our social media activations, press coverage helped the message behind the special builds reach even more people.

Results

Our main goal throughout this campaign was the amplification of the message and to say to the public, “sustainability is achievable if we all work together.” And that’s exactly what we did.

  • Collected 240 tonnes of e-waste (small box WEEE)
  • Gathered over 68,200 recyclable products
  • Over 1/3 of Currys customers were aware of the campaign
  • Among aware customers, 26% considered the offer an important reason to buy from Currys