- Cross-category marketing campaign launched to raise awareness of ‘standalone’ Repairs service
- Positions Currys as the go-to place for tech troubles, leveraging convenience, affordability and trust in the retailer’s repair capability
- Campaign fronted by ‘World’s Strongest Man’ and self-confessed ‘World’s Clumsiest Man’, Eddie Hall
Monday 30th September: Currys, the UK retailer on a mission to give technology a longer life, has launched a new campaign to raise awareness of its standalone repairs business.
Utilising Currys’ industry-leading repair centre – the largest electricals repairs lab in Europe – UK consumers can access affordable, convenient and trustworthy repairs, no matter where they purchased their tech from.
To raise awareness of the service, which sits alongside Currys’ hugely popular, longer-term Care & Repair extended warranties – the retailer has teamed up with influencer and former World’s Strongest Man champion, Eddie Hall.
Strongman Eddie comedically dramatises his tech troubles in a four-part content series that sees him strike up an unlikely friendship with one of Currys’ repair experts, Gary. Across the series, we watch Eddie explore the breadth of benefits offered by Currys' repair service, including the fact the repairs are fully accredited by most major tech brands, including Microsoft, and can also be carried out as home callouts, landing the point that you don’t even have to have bought the tech from Currys in the first place to have it repaired – an insight that previously lagged behind overall awareness of Currys’ repair capabilities.
To supplement the video content, new research commissioned by Currys found that UK consumers are collectively spending £9bn each year to replace their busted tech1 .
What’s more, the data pointed to a remarkable 42% of UK consumers automatically assuming their damaged tech was unrepairable. Combined with the fact that anyone can get their tech repaired at Currys for, on average, £64, Currys is calling on the nation to ‘Repair, not Replace’ these damaged devices, in an effort to help save consumers’ pockets as well as reducing the vast amount of e-waste produced across the country each year.
“Technology is expensive. If something goes wrong, we know our customers want us to be there to help them get it working again. That’s why we operate Europe’s largest electricals repair centre, where our team of expert technicians work around the clock to keep technology in use. Many may be unaware, but e-waste is currently the world’s fastest growing waste stream. We can’t keep throwing it away, which is why we’re urging consumers to make the switch to ‘Repair Not Replace’ whenever possible – not just for their pocket, but for the planet too.”
Lindsay Haselhurst Currys Chief Operating Officer
British strongman, Eddie Hall, comments,
“It’s shocking how easily tech can get wrecked, even by the simplest of accidents. I’ve crushed many a phone and screen from simply sitting down – when you weigh 160 kilos and sit on your phone, there’s no getting away from a serious crack! Luckily, Currys’ Repair service is a lifesaver, helping you save cash and the environment by fixing what’s broken instead of tossing it out and buying new.”
With the amount of e-waste being discarded each year expected to reach 82million tonnes by 20302, Currys is on a mission to provide a range of circular services, as part of its Long Live Your Tech commitment.
These include standalone repairs and the aforementioned care services and tech insurance pans – which 12 million customers are subscribed to across the Group – as well as a popular Trade-In proposition. Fully aware of the fact that customers will still want and need to upgrade their tech, Currys encourages customers to trade-in their unwanted or incumbent products when buying a new item. Last year, over 65,000 products were traded in, for the average value of £145, many of which go on to be resold by Currys as refurbished.
Currys’ award-winning recycling services, which across the Group saw 8.1 million items of e-waste collected for recycling or reuse, are still supported by hugely popular customer incentive propositions, such as Cash for Trash in the UK&I. Last year, the Prime Minister heaped praise on Cash for Trash as a “wonderful, wallet-saving” initiative that is “saving people money, and saving our environment”.
Eddie’s “Repair not Replace” four-part content series will be run across YouTube from 27th September.
Episode 1 can be viewed here: https://www.youtube.com/watch?v=_5zv56DAwkw
For more information on Currys’ circular services, visit: https://www.currysplc.com/sustainable-business/circular-economy/
Notes:
1Research was carried out by Edible to a nationally representative sample of 2,094 UK adults online, between 16th – 19th August 2024. For full methodologies, please reach out to the contact at the bottom of this press release.
2United Nations Global E-Waste Monitor 2024
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