Curry reprises Cash for Trash with interactive billboard

Currys has devised an outdoor campaign which features old and broken gadgets which passers-by can grab hold of to relaunch its Cash for Trash initiative, which gives customers a minimum of £5 if they bring bust or outdated tech into a store.

Created by AMV BBDO and Spark Foundry, the special build billboards have appeared in London, Leeds and Manchester. Reactions will be filmed as people pick up items and discover how much they are worth.

With permission, the footage will be shared on social media platforms including Facebook, Instagram, TikTok and Twitter.

Currys insists it is the UK’s largest tech recycler, recycling 65,000 tonnes every year; it claims to have saved 800,000 tonnes of tech from going to landfill since 2007.

By providing customers with an opportunity to save money when buying new tech, the company also aims to raise awareness about tech recycling in some of the cities with the highest levels of e-waste in the country.

Currys head of brand, comms and planning Corin Mills 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 passers-by an opportunity to take items into 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’ series of offers was introduced by the retailer earlier this month in a move designed to help Brits tackle the ongoing cost of living crisis. Along with Price Lock and Cash for Trash, Currys is providing a new 12-Month Pay Delay, which gives shoppers time to pay for the tech they need.

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