The challenge 

CeX is known for being bold in the second-hand tech world, and the November launch of its 5-year warranty was no exception. Timed perfectly with the peak shopping season, its brand-new warrant was going to be a game changer in tech, offering customers peace of mind when buying second-hand tech. 

Our task was to challenge the throwaway culture of Black Friday while showcasing CeX’s new five-year warranty. We aimed to generate buzz in UK media while capturing the attention of CeX’s target market, positioning CeX as the smarter, more sustainable choice, and highlighting the value of investing in tech that lasts longer rather than falling for the fleeting discounts seen elsewhere.

The solution 

We looked into the environmental impact of Black Friday and found that tech waste could reach a staggering 82 million tons annually by 2030, with Black Friday’s frenzy of impulse buys and short-term warranties epitomising a culture of waste and disposability

This inspired us to think differently. What if CeX took a stand against this rampant consumerism while spotlighting its new 5-year warranty as the smarter, more sustainable alternative?

Enter the CeX rubbish lorry. On Black Friday, we created a bold, attention-grabbing rubbish lorry with the message ‘BLACK FRIDAY IS A LOAD OF RUBBISH’ which rolled through major shopping streets in London. The truck featured bold CeX branding with a clear nod to the 5-year warranty, cleverly addressing the throwaway culture associated with the day.

We used the truck as a moment for media asset capture, taking imagery and social ready video to share with media and create a moment as the 5 year warranty went live. We supported the messages and video, with a news story that revealed that Brits were set to spend £3.5 billion on unnecessary tech on Black Friday, with 1 in 5 abandoning their new gadgets after just four months. This allowed us to target picture and video desks, but also national, lifestyle and consumer technology media. We also regionalised the stats for major cities in the UK, allowing us to target the areas around the UK where CeX had stores. 

‍Results 

The campaign garnered over 80 pieces of coverage, reaching an online audience of 236 million and generating an estimated 1.63 million views. Coverage spanned national and regional news outlets, consumer lifestyle platforms, and trade publications, all featuring key imagery of the CeX rubbish lorry alongside key statistics and quotes from CeX.

Notable coverage includes The Sun, The Mirror, The Express, The i to name a few. 

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