Cash Converters’ new national brand campaign made possible by Rare

Cash Converters has launched a new integrated national brand campaign via Rare.

 

The ‘Life Made Possible’ campaign aims to increase brand awareness and positive sentiment to new audiences beyond their current loyal customer base. The campaign showcases how Cash Converters empowers people by offering them more choice through their range of alternative retail and financial products, helping customers solve real world problems and making more of the things they want possible.

“Cash Converters is a solutions focused business,” said Rare Managing Director, Callum McKenzie. “If there’s something you want but don’t have the means to get, Cash Converters will help you find a way. Whether it’s by allowing you to get more for your money by buying second-hand, selling something you no longer need or taking out a loan, Cash Converters makes it possible.”

The need for a new brand campaign was identified during internal discussions at Cash Converters, which then led to a series of brand workshops across the country and extensive consultation with key stakeholders, storeowners and staff. Following that, a new brand model was created by Rare and work commenced on the new campaign.

Research was undertaken by LUMA, media strategy and planning was through CARAT, brand strategy and creative was developed by Rare, concept testing was conducted by Metrix and TVC production by Sandbox.

Cash Converters Chief Customer Officer, Nerida Collins said: “This is the culmination of months of research and consultation with our networks. First, we had to assess where we were at as an organisation both internally and externally and define our values. This led us to the development of a new brand model and in turn, this new brand campaign. At Cash Converters, we’re extremely proud of who we are and all the things we make possible for our customers. We’re excited to share that with a wider audience.”

The campaign will run nationally across all states and territories in TV, digital, out of home and radio. The campaign also includes an integrated AFL themed spot featuring stars Cameron Ling and Simon Black that is airing during the AFL finals series.

Cash Converters
Chief Customer Officer : Nerida Collins
Marketing and Communications Manager : Nichola Strasser
Marketing Coordinator : Megan Reynolds

Rare
Executive Creative Director : Brett Wheeler
Creative Director : Liz Hammond
Writer :  Alida Henson
Art Directors : Liz Hammond / Brett Wheeler
Senior Account Director : Suzie Dunn
Senior Account Manager : Hailee Hanlon
Agency Producer : Shannon Hicks

Sandbox
Producers : Jenny Crabb / Grady Habib
Director : Alex Feggans
DOP : Patrick O’Sullivan
Sound : Soundbyte
Sound Engineer : Brad Habib

Soundbyte
Sound Engineer : Brad Habib