Cash Converters, in partnership with Carat Perth and Nova Entertainment, has launched new national integrated campaign ‘Side Quest City’.
The campaign is designed to tap into Australia’s booming ‘passion economy’, where Aussies now spend more than $42 billion a year on hobbies, passions and personal pursuits.
With younger Australians increasingly embracing “side quests” as part of their identity, the campaign has positioned Cash Converters as the home of low-risk exploration.
Carat Perth, strategy director, Tiaan van Jaarsveldt said: “This campaign taps into a cultural truth and pairs it with a media ecosystem built for discovery. Nova’s talent and platforms give Side Quest City the scale and personality it deserves, delivering the campaign to key target audiences across the country.”
Side Quest City aims to drive in-store foot traffic, develop trust, customer retention and brand loyalty with younger audiences. The campaign spans Cash Converter’s retail categories in jewellery, technology, gaming, tools and musical equipment.
Cash Converters, chief growth officer, Sara Tweedly said: “Side quests are meant to be fun, not financially stressful. We believe that they should be attainable for everyone, and the second-hand economy lets people experiment, upgrade, or move on to something new without financially overcommitting.”
“With over 150 stores around the country, and all of them unique with one-of-a-kind finds, this partnership will bring the joy of side quests to a larger audience – particularly those who may not have considered us before.” Tweedly added.
The creative platform comes to life through a partnership with Nova Entertainment, leveraging its national radio, talent, podcast and social ecosystem.
TV and radio personality, Joel Creasey fronts the campaign. Creasey, who began his own side quest as “DJ Joel Jivin” at age 12 thanks to equipment purchased from Cashies.
Launching on The Joel Creasey Show, the campaign will follow Creasey as he embarks on new side quests with Cash Converters, supported by on-air segments, in-studio visuals and Instagram storytelling.
Additionally, podcasters Two Broke Chicks and The Relatables, will share their own side quest journeys and spotlight the benefits of second-hand discovery, using Nova’s extensive creator network to extend the activation.
Nova Entertainment, group sales director, Nina Santella, said: “Joel Creasey and our creator network bring authenticity and humour to the idea of side quests. It’s a natural fit for our audience and a great example of how brands can show up in culture.”
In May, Side Quest City will launch a national customer competition offering a share of $50,000 by scanning the QR code in-store at Cash Converters with bonus entries by logging their purchases.
CREDITS
Carat WA
Michelle Testa – Client Partner
Natalie Salinovich, Snr Client Director
Geoff Langton, Client Director,
Tiaan van Jaarsveldt , Strategy Director
Ashlee Rattray, Client Manager
Ethan Gosatti, Client Associate
Cash Converters
Sara Tweedly – Chief Growth Officer
Nichola Strasser – Head of Marketing
Candice Gonsalves – Senior Marketing Manager
Bernice O’Mahony – Creative Manager – Marketing
Courtney Pearson – Senior Communications Manager
Bridgette Weller-Brown – Marketing Specialist
Grace Yates – Marketing Coordinator
Christopher Morley – Communications Coordinator
Nova Entertainment
Antonell Doyle – Group Commercial Director
Nina Santella – Group Sales Director
Garry Dean – Creative Director
Cameron Crisp – Senior Campaign Strategist CREATE
Gemma Brandley – Account Director
Daniel Rigg – Senior Sales Implementation Executive
