Currys has launched a new ad campaign to spotlight its trade-in and recycling initiatives, which it sees as a key driver of growth for the business.
The electrical retailer, which finds itself at the centre of a takeover battle, makes the new marketing push to raise 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.
It comes after the retailer’s boss Alex Baldock criticised the government’s e-waste recycling reforms last month as its current proposals would put the retailer’s services business, which generated £676m in sales last year, at risk.
He claimed the “misjudged proposals” are “counterproductive and will result in less recycling being done overall”.
The new ad, which comes in a series of 15’ and 30’ spots, features humourous scenarios where Currys colleagues are fully prepared for the shocked reactions from customers learning about the trade-in offer.
The campaign forms part of the electricals giant’s ‘Long Live Your Tech’ commitment to helping its customers keep tech in circulation for longer through its in-home and repair centre operations, as well as incentivising them to re-use and recycle used goods.
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Currys brand and marketing director Dan Rubel said: “We are proud to offer recycling, trade in and repairs to our customers every day of the year…these services mean consumers can do right by the planet and their pocket simultaneously.
“The offer is accompanied by our ‘How Much’ ad campaign, one that uses outlandish humour to get across the outlandish value Currys is offering on unwanted tech.
“Humour in advertising not only lightens the mood, something we all need, but it’s also an important way to dial up the memorability and cut through of a brand’s messages. We hope people enjoy it, and that they act – the more tech we can collect and recycle, the better.”
Shares in the Currys rocketed this week after it emerged the retailer was being courted by investment firm Elliott and ecommerce giant JD.com for a takeover.
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