The Big Trade-In

Agency: AMV BBDO


Currys, the UK’s largest tech retailer, is set to make a splash with its latest trade-in and recycling campaign by AMV BBDO and Spark Foundry.

Raising 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, the work positions Currys as the destination for electricals recycling.
In each of the spots, consumers are urged to embrace more circular buying behaviours by trading in old pieces of tech that they no longer need in a Currys store, unlocking great discounts whilst reducing the volume of e-waste going to landfill.

108,000 products were traded in at Currys last year (May 2022- April 2023), with an average value of £130 being paid out to customers per transaction. From food processors to TVs, from mobile phones to game consoles, all the old, unwanted tech is then redirected up to Europe’s largest repair lab – Currys’ 500,000 sq foot facility in Newark – to be harvested for parts, refurbished and re-sold, or recycled. Together, this vast facility assesses almost 3 million items a year, making Currys one of the nation’s leading tech re-users and recyclers.

This process is part of Currys’ ‘Long Live Your Tech’ commitment to helping its customers keep tech in circulation for longer, partly through its in-home and repair centre operations as well as encouraging and incentivising re-use and recycling.

Under the newly launched brand platform Beyond Techspectations, the campaign once again showcases the brand’s team of experts’ commitment to go above and beyond for its customers. In a series of 15’ and 30’ spots, viewers are treated to hilarious scenarios where Currys colleagues are fully prepared for the shocked reactions from customers learning about the trade-in offer. With media strategy led by Spark Foundry, the campaign has been optimised by activating Spark Foundry’s first-party data identity solution to ensure relevant cut through and powerful brand impact across Video on Demand, Digital and Social.

This professional campaign titled 'The Big Trade-In' was published in United Kingdom in February, 2024. It was created for the brand: Currys, by ad agency: AMV BBDO. This Integrated medium campaign is related to the Retail Services industry and contains 4 media assets. It was submitted about 2 months ago.


Client: Currys
Brand: Currys
Campaign title: The Big Trade-In
Client name: Aisling Lancaster, Martin Burke and Matthew Davies
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Director: Jeremy Tribe and Dave Westland
Creative Team: Jeremy Tribe and Dave Westland
Agency Planning Team: Sam Williams
Agency Account Team: Tayo Ruddock, Jonny White and Annabel Jerome
Agency Producer: Trish Russell
Media Agency: Spark Foundry
Media Planners: Sophia Bates, Elizabeth Swadling, Kazimir Brown
Production Company: Red Studios
Director: Kai Schonrath @ Nice Shirt
Production Co. Producer: Richard Martin
Offline editor: Gary Forrester @ TenThree
Post-Production: Coffee & TV
Sound studio: Jungle Studios
Audio Post-production: Chris Turner


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