Cash Converters launches ‘Music Made Possible’ campaign featuring Australian musicians via Digital Loop
Digital Loop has released Cash Converters latest campaign aiming to remind young customers that buying secondhand items is an easy way to get started on their music dreams. Their brand platform ‘Life Made Possible’ was directly relevant to the challenge.
The solution was simple: Use local bands and artists to tell their stories of starting out with their first instruments – all of which were bought from secondhand stores or hand me-downs. Cash Converters was seen to be the expert in getting a dream started with low barriers to entry, and created entertaining and relevant mini-documentaries, real stories of learning famous songs for the first time, and emotional stories around the origins of famous bands and music personalities.
Digital Loop worked with Carat and Cash Converters to develop the ‘Music Made Possible’ campaign and built out a multi-publisher campaign across display, video, social, native content, and event sponsorship.
It is a fully integrated digital campaign across Rolling Stone Australia, Music Feeds and Vice. It all culminated in a sponsorship of the very first Rolling Stone Music Awards, hosted in Sydney on March 31, including a competition to win a guitar signed by Tash Sultana (the headliner on the Awards night).
“For Cash Converters to not only sponsor the Rolling Stone Awards but also to customise their “Life Made Possible” platform shows great foresight and trust in the brands we represent and displays the broader opportunities available with us” says Managing Director of Digital Loop, Chris Coufos.“We’re delighted at how the campaign is tracking to date and look forward to seeing the Cash Converter’s logo up in lights on March 31st at the Awards”.