CURRYS: MAKING SUSTAINABILITY CHILD’S PLAY

With knowledgeable staff and a top ranking in this year’s Climate Leaders, Currys is a proven expert in sustainable tech. Yet many customers are unaware of its green credentials, and they often only replace appliances when something breaks. The key challenge was to highlight Currys’ leadership in affordable, eco-friendly tech and inspire people to upgrade before a crisis.

News UK addressed this by creating a simple, engaging campaign that stripped away confusion. Children were recruited as “Mini-Techsperts,” wearing Currys uniforms to explain how upgrading leads to more modern, stylish appliances that eventually pay for themselves through energy savings—all while helping the planet. This playful approach made the message accessible, boosted Currys’ green reputation, and emphasised the ease and value of early upgrades. The results were significant: brand recall surged, trust in Currys’ sustainable solutions grew, and more people considered buying eco-friendly appliances—reflected in increased website visits. Crucially, the perception of Currys’ expertise in guiding customers to the right appliance rose sharply. Samsung also benefited, with average weekly campaign sales going up. Overall, the campaign underscored Currys as the go-to retailer for both innovation and sustainability.