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Currys launches ‘cash for trash’ billboards

Currys launches ‘cash for trash’ billboards

Currys has unveiled three special out-of-home builds to bring back its Cash for Trash initiative.

The special-build billboards are located in London, Leeds and Manchester and are covered with different devices to promote the scheme which will give people a minimum of £5 for any old, broken or unused tech they bring into a store.

Passersby can pick up items from the billboard, which is full of broken or unused tech. Their reactions will be filmed and posted with permission on Facebook, Instagram, TikTok and Twitter.

Currys currently recycles 65,000 tonnes of tech every single year, which has saved 800,000 tonnes going into landfill since 2007.

The campaign was created by Omnicom’s AMV BBDO and Publicis Groupe agency Spark Foundry.

Rebecca Dorfman, managing partner at Spark Foundry, said: “The campaign’s focus on OOH coupled with social and radio will be key to reaching the nation quickly and in areas where we know consumers will be feeling the pinch. This is the first time a billboard has been used to recycle old tech, demonstrating the value of OOH in bringing to life the powerful proposition that is ‘Cash for Trash’”.

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