Brand Purpose Electronics Climate Crisis

Currys tackles e-waste challenge with interactive ‘Cash for Trash’ billboards

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By John Glenday, Reporter

August 8, 2022 | 3 min read

Electrical goods retailer Currys is playing its part to reduce the growing e-waste mountain in the UK with the launch of a ‘Cash for Trash’ scheme.

Curry's1

Currys prides itself on being the UK’s largest tech recycler / Curry's

An outdoor campaign, spearheaded by AMV BBDO and Spark Foundry, has seen interactive billboards erected in London, Leeds and Manchester to alert the public to the hidden value of their unwanted tech.

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Each custom-built billboard contains old and broken tech, which passersby can pick up and exchange in-store for upwards of £5 for their trouble.

Members of the public will be able to avail themselves of trashed toasters and mangled mobiles, with cameras on hand to film their reactions to discovering how much the junk is worth. Subject to consent, this footage will be posted on Facebook, Instagram, TikTok and Twitter to spread the recycling bug far beyond the three cities, showing how people can save the planet, plus a few quid at the same time.

Corin Mills, head of brand, comms and planning at Currys, said: “We’ve brought back ‘Cash for Trash,’ as we know that despite rising inflation, people still have items hoarded at home they could exchange for monetary incentives.

“This special build allows us to shout about our range of initiatives in an innovative way and give passersby an opportunity to take items into the store for a voucher. As well as ‘Cash for Trash,’ we’ve just launched Price Lock and 12-Month Pay Delay, meaning customers can shop with the confidence we’re offering them the best prices and pay how they wish.”

Currys prides itself on being the UK’s largest tech recycler, diverting 65,000 tonnes of e-waste from landfill every year.

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