Simplifying Sustainability

Client: Currys

With knowledgeable staff and as the highest-ranked UK retailer in this year's Climate Leaders rankings, Currys embodies expertise in sustainable tech. However, many customers are unaware of their green credentials, and purchases of household appliances are often distress purchases made when a previous piece of equipment breaks down.

The main task was to raise awareness and understanding about Currys’ position as a leader in affordable and sustainable tech and inspire people to upgrade now rather than wait for something to go wrong. To address this, News UK crafted a campaign that simplifies the message and allows everyone to engage. Aimed to remove confusion and deliver an easily understandable concept that even a child could explain Currys’ message. Through an engaging, fun, yet informative approach, News UK enlisted the help of children as Mini-Techsperts dressed in Currys uniforms to deliver the campaign's message and inform customers when they upgrade, they can enjoy a more modern and stylish appliance. These repay their cost through energy savings while contributing to environmental sustainability. By promoting this approach, News UK increased awareness of Currys sustainable technology but also empowered people to make environmentally conscious choices, benefiting both their households and the environment. This campaign resulted in a significant increase in brand recall and a boost in trust. It led to increased consideration for sustainable appliances and a rise in website visits. The perception of Currys' expertise in guiding customers to purchase the right appliance increased significantly. Additionally, Samsung's average weekly campaign sales saw an increase.