From Thursday 29 April, Sony United Kingdom Limited is introducing a new initiative whereby consumers can trade in their old consumer electronics goods – whether in working condition or not – in return for money off new Sony products. The campaign will run from 29 April until 11 July, the day of the World Cup final.
As the nation prepares for the tournament, many Brits will now be looking to upgrade their consumer electronics, including everything from televisions to cameras*.
Last year’s successful trade in campaign, which coincided with the government’s scrappage scheme and offered up to £150 off a new Sony BRAVIA for their old television set, proved highly successful and saw more than 150% uplift across BRAVIA television sales tracked throughout the UK during September 2009. The initiative also started a trend within the industry with other consumer electronics companies following suit.
The new scheme is being supported by an ad campaign starring English football legends Stuart Pearce, Graham Taylor and Terry Venables, as well as TV star Kelly Brook and Scotland’s one and only Kenny Dalglish. Shown residing in retirement home ‘Bisham Abbey’, the 70s style television set they are watching the beautiful game on together is shown being swapped for a host of new equipment, including a Sony BRAVIA television, Blu-ray player, surround sound system and compact camera.
Andy Benson , Commercial Director, Sony UK says “We understand that consumers will undoubtedly want to upgrade their kit as they gear up for the World Cup this summer , but cost is still an issue for most of us coming out of recession. This campaign is not only timely in helping people take their entertainment to the next level, it is also a good way to encourage the responsible disposal of old technology. We’ve extended the promotion to include a wide range of products, so I’d recommended checking in store to see what’s on offer “.