Dwanith kotian Currys’ latest “Beyond Techspectations” campaign dramatizes customers’ reactions to the retailer’s lucrative trade-in offers, making tech recycling easier than ever.
Currys, the UK’s largest tech retailer, has launched a new campaign that draws attention to its highly competitive trade-in deals. “Beyond Techspectations” showcases customers’ surprised reactions as they realize just how much they can get for old tech devices—ranging from smartphones to laptops. The ad effectively underscores the ease and profitability of recycling unwanted gadgets, positioning Currys as a top destination for tech trade-ins.
The campaign highlights Currys’ “enhanced” trade-in offers, where customers can trade in old electronics for far higher-than-market prices. This includes items such as mobile phones, tablets, smartwatches, and even game consoles, with many customers receiving money off new purchases. In 2024 alone, Currys facilitated the trade-in of over 62,000 products, with an average payout of £150 per transaction.
Currys’ commitment to sustainability is central to the initiative. Once traded-in items are collected, they are sent to the company’s expansive repair facility in Newark, one of Europe’s largest, where almost 3 million items are assessed and processed each year. The facility is responsible for handling 103,000 tonnes of e-waste annually, reinforcing Currys’ leadership in the tech recycling space.
The campaign follows last year’s successful “Drenched” effort, also created by AMV BBDO, and uses humor to highlight how Currys’ offers can seem almost too good to be true—this time immersing customers in a bright, playful ball pool rather than a rainstorm. The ad cleverly balances the serious message of tech recycling with engaging visuals, driving home the idea that sustainable shopping doesn’t have to be complicated.
