Cash Converters, Australia’s largest retailer of pre-loved goods, has launched a new integrated advertising and PR campaign, to change the way consumers think about the world around them and the brand.
The Convert Your Thinking campaign is the culmination of a five year re-branding exercise to reinforce Cash Converters’ positioning as Australia’s leading second hand goods retailer and provider of short term finance.
The campaign was created by advertising agency 303, with television commercials produced by the Gobstopper Production Company and PR activity by Professional Public Relations. A digital campaign by Longtail will launch in August.
General Manager of Cash Converters, Ian Day said the advertisements depict people discovering that ‘ordinary’ can sometimes be ‘extraordinary’.
“The campaign was designed to awaken consumers to alternative ways of thinking – to consider the world from another point of view,” Mr Day said.
“Who says your old isn’t someone else’s new, or that second hand can’t be first choice?
“We’re asking people to reconsider Cash Converters when it comes to lifestyle choices, whether that be buying a second family TV, hunting down a cool retro bike, or considering an alternative finance solution.
“We’ve made a lot of changes to our business over the past five years and our customers have been telling us that it’s time to stand up and be counted as a leading brand.
“We’re about helping people to get on with their lives, responsibly. We’re not out to change people’s opinion about Cash Converters, we just want them to put aside any pre-conceived ideas they may have and take a fresh look,” he said.
303’s Rene Migliore said the Convert Your Thinking campaign was a five year journey to shift the Cash Converters brand.
“Our research told us that customers were ready for Cash Converters to take the next step in the way it presented itself - to be proud of the role it plays for its customers and confident in its position as a category leader.
“Cashies customers have no preconceptions about the business, they’re just looking for solutions. Whether it be a retro bike, or a short term cash loan, Cash Converters is providing those solutions,” he said.
Derry Simpson, 303's Head of Planning said: “Cashies customers have a fantastic attitude to life.”
“They are focused on the end goal rather than the means and they’re not hung up on being like everyone else. This is an attitude that we found wonderfully refreshing and one we believed we should be celebrating as a brand.
“We wanted to foster this and invite others to try thinking a little differently about the world and about Cashies,” Derry said.
Cash Converters – Convert your thinking campaign credits
Cash Converters National Marketing Manager – Glenn Donaldson
Cash Converters National Marketing Executive – Jo Walker
303 Head of Planning – Derry Simpson
303 Media Planner – Nicki Sullivan
303 Managing Director – Alan Taylor
303 Group Business Director – Rene Migliore
303 Business Manager – Elliott Woolf
303 Copywriter – Malcolm Maclean
303 Art Director – Ross Dungey
303 Producer – Belinda Hawkins
Gobstopper Director – Perry Westwood
Gobstopper Producer – Toby Towell
Music by Tim Count & Keith van Geysel of Music Design
Professional Public Relations Senior Account Manager – Georgia Ball
Professional Public Relations Account Manager – John Cooke
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