Cash Converters launches new integrated ‘Convert your Thinking’ campaign via 303
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 campaign was created by 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 advertisementsdepict people discovering that ‘ordinary’ can sometimes be’extraordinary’: “The campaign was designed to awaken consumers toalternative ways of thinking – to consider the world from another pointof view,” Mr Day said.
“Who says your old isn’t someone else’snew, or that second hand can’t be first choice? We’re asking people toreconsider Cash Converters when it comes to lifestyle choices, whetherthat be buying a second family TV, hunting down a cool retro bike, orconsidering an alternative finance solution.
“We’ve made a lotof changes to our business over the past five years and our customershave been telling us that it’s time to stand up and be counted as aleading brand. We’re about helping people to get on with their lives,responsibly. We’re not out to change people’s opinion about CashConverters, we just want them to put aside any pre-conceived ideas theymay have and take a fresh look,” he said.
303’s Rene Miglioresaid the Convert Your Thinking campaign was a five year journey toshift the Cash Converters brand: “Our research told us that customerswere ready for Cash Converters to take the next step in the way itpresented itself – to be proud of the role it plays for its customersand confident in its position as a category leader.
“Cashiescustomers have no preconceptions about the business, they’re justlooking for solutions. Whether it be a retro bike, or a short term cashloan, Cash Converters is providing those solutions,” he said.
DerrySimpson, 303’s Head of Planning said: “Cashies customers have afantastic attitude to life. They are focused on the end goal ratherthan the means and they’re not hung up on being like everyone else.This is an attitude that we found wonderfully refreshing and one webelieved 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 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
17 Comments
1st to see the YouTube clip!
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In our wonderfully organised society, the ‘pawnbroker’ acts as a kind of friendly and convenient clearing house. Helpful street kids and ice addicts transfer the goods from your place to the local store, from where YOU have the option, in your own time, of retrieving said items for a nominal storage fee. AND, whilst you’re there, who knows, you might even pick up that $10 pre-owned CD version of ‘Christmas with Kamahl’. Good times.
3.24 Your post was infinitely more interesting than the dross above it. Congratulations sir/madam.
3.45’s comment is right on the money too.
After a recent break in the attending police offices suggested I look in Cash Converters to see if my stolen property was there.
nice sentiment. ipowerful naff.
p.s. Someone stole my retro chopper bike in freo – wonder if it was THAT CHICK?!?!!! DIE CASHOLA CONVERSION!!! DIE!!!
that is possibly the worst ad i’ve seen all year.
I’ ve tried to think differently about this ad and I can’t -no matter how hard I try its still shite.Looks nice though.
‘You can put lipstick on a pig but it’s still a pig.’
Obviously ‘retro bike” has become some mantra that’s tossed around between the suits and client to stand for “everything compelling and undiscovered about the Cashies brand”. Are fixies still cool over in Perth?
A friend of mine worked behind the buyer’s counter @ Cashies and had the pleasure of meeting the person who burgled their house the night before when they came in to sell their shit back to them the next day. That’s a feel good story.
July 13, 2010 3:24 PM
I want to take you out for a beer.
I threw up in my mouth a little and got a little bit of bad retail stuck in my teeth.
Can I pawn my time watching that?
My name is Damien and i have worked in cash converters stores for nearly three years. And one thing that i have found is that people that try to bad mouth the business are usually the ones that come in the most. I have the most amazing clients. It doesnt matter what walk of life you are from or why you come into a cash converters. Everyone has their own story to tell and its amazing listening to some of the life experiences that some people go through.
As for those who have been burgled. Thats unfortunate for you, but, the police only tell you to look in Cash Converters Stores for the sole purpose of making you feel better. At the end of every day, we send files to the police informing them of every item that we take in. They are the first ones to know if something that is stolen is in our stores. The whole “Convert your thinking” campaign to me means that EVERYBODY takes a fresh look at our policies. You might find yourselves surprised at how much we actually want to help.
For sale at Cash Coverters – Pentium 1 computer, no CD drive..$199
Took in my old P4, 2g ram,DL dvd burner etc..they offered me $40 for it.
LOL
The ads for this campaign have gradually got worse, especially the one with the two chicks in the car who are terrible actors.
A year on, has this campaign actually achieved what it has set out to do? I am in my early 20s and I have not stepped foot in to a Cash Converters so if they are trying to appeal to the younger generation, fail in my opinion.
Did they end up winning awards?