CURRYS
TRASH TYCOON
Brits generate over 60,000 tonnes of e-waste every fortnite. Trash Tycoon aims to end the cycle by meeting Gen Z, the generation born into tech, where they already are – video games.
Tackling the problem of e-waste through one of the world’s most popular video gaming platforms, Fortnite
Can Currys, the UK’s largest tech retailer and no.1 tech recycler, help Britain create a more circular tech economy?
THE CHALLENGE
The UK is facing a mounting problem: a staggering 155,000 tonnes of electronic waste (e-waste) gets thrown away every year and by the end of this year, it’s predicted the UK will become the largest contributor of e-waste in the world. Adding to this issue is the trend among young people - a demographic known for upgrading tech frequently - with 66% opting to discard old electronics rather than recycle them.
Currys ‘Cash for Trash’ scheme asks people to dig through their old electrical goods and bring them into a local Currys store, where they will take it off your hands and recycle for free. In return, people are rewarded with a voucher of at least £5 on future purchases over £25.
Now, Currys wanted to up their game by giving Cash for Trash a virtual makeover.
APPROACH / EXECUTION
Currys recognised the need for a fresh approach to tackle e-waste. They set their sights on the Fortnite generation, a group deeply invested in the world's most popular video game.
Introducing Trash Tycoon, Currys first-ever game. We decided to use the basis of one of the world’s most popular games, Fortnite, to get the maximum reach to young gamers.
Trash Tycoon was a Fortnite Map developed over 6 months with the intention of educating players on the issues of e-waste whilst they played their favourite game. The Fortnite Map was a visual representation of the 880 million unused and broken tech items hoarded across UK homes and showcased a virtual world made entirely of electrical waste which could be interacted with, encouraging players to mine and collect this ‘trash’ and recycle it for in-game rewards and real-life rewards worth over £1,000.
This campaign went live in early March 2024, since launch we have seen over 100+ pieces of coverage including 16 nationals with the likes of The Sun, The Daily Star, and The Mirror. In the first week of launch, we saw an average of almost 3,000 game plays per day and has since seen almost 20,000 game plays to date, with gamers playing for an average of 39 minutes - an impressive figure from Fortnite.
100+
pieces of coverage
319K
organic impressions
18.5K
game plays
6K+
engagements
