Cash Converters asks ‘What are you waiting for? in latest national campaign via 303Lowe, Perth
Cash Converters is looking to strengthen its position as the most trusted place to buy, sell and borrow with a national advertising campaign by full-service agency 303Lowe, Perth.
The ‘What Are You Waiting For?’ campaign champions Cash Converters diverse offering showcasing the benefits of buying, selling and borrowing from Cash Converters when compared to the alternatives.
The campaign aims to promote Cash Converters personal finance service in a bid to address the proliferation of unknown online lenders flooding the market. It also seeks to reinforce the ease and efficiency of buying and selling second-hand goods with Cashies instead of other less reliable online options.
The brand platform is part of Cash Converters ongoing strategy to ‘Convert Peoples thinking’ about the brand and its service as Cashies continues to grow and strengthen its brand position across Australia.
To bring this to life, 303Lowe has created three individual integrated campaign phases, each of which will highlight the benefits of Cashies service, for buying, selling and borrowing / personal finance.
Each campaign phase will include TV, radio, digital, press, out-of-home, social and in-store advertising delivered through a dual national and local media strategy.
The first phase has launched with the selling campaign. This incorporates a 30-second TVC where viewers meet a frustrated private seller, who turns to Cashies for an instant cash solution after being left waiting around at home due to an all too familiar “no-show” buyer.
The campaigns for buying and borrowing will roll out in the coming months, and the activity will run throughout 2015.
Says Nerida Collins, national marketing manager, Cash Converters: “Cash Converters has built a strong position as the easiest and most trusted place to buy, sell and borrow in Australia, and this latest activity aims to build on that. Working with 303Lowe Perth we’ve created a strong brand platform that showcases the unique nature of Cash Converter’s diverse consumer offering, by demonstrating how we make things happen quickly and easily, which helps people get on with life.”
Says Mike Naylor, business director, 303Lowe: “We’re really excited to continue the journey we started with ‘Convert Your Thinking’ nearly 10 years ago The new campaign platform helps tell the Cashies story that’s relevant now, while still underpinning all that was good about the original repositioning of the brand. The work itself feels fresh and relatable – we hope to see its positive impact take hold in the coming weeks.”
Says Richard Berney, creative director, 303Lowe Perth: “The work is generally about flow. Cashies are all about keeping people’s lives moving – so we concentrated our creative energy there. People getting their flow on (or not) as the case may be.”
303Lowe has worked with Cash Converters since 2005 with the two companies enjoying a long and successful partnership.
Client: Cash Converters
National Marketing Manager: Nerida Collins,
Agency: 303Lowe
Group Managing Director: Al Taylor
Managing Director, Strategy & Innovation: Derry Simpson
Creative Director: Richard Berney
Copy Writer: Joe Hawkins
Art Director: Ross Dungey
Agency Producer: Kelly Dobbin
Business Director: Mike Naylor
Business Manager: Fran Cluskey
Business Coordinator: Jess Bunney
Production Company: Rabbit
Director: Abe Forsythe
Producer: Alex Hay
Post Production: Method, Sydney
Music: Nylon, Sydney
Sound: Soundbyte, Perth
3 Comments
It’s hard to imagine a more boring ad….they just took the unimaginative strategy and shot it.
I had forgotten that Cash Converters existed! This gets points for awareness.
Unlikely to trouble the juries but the client will love it.