Preaching on the converted

"It's what Cash Converters 'do' that is conceptually simple but revolutionary," says Mukheibir. "Cash Converters is an environment where people can discover things of genuine use. It is also a place where they can feel good about converting the goods they no longer need, to cash and ultimately to the people who need them."

Established in 1984 in Perth, Australia, today Cash Converters International is listed on the London and Sydney Stock Exchanges and operates in 23 countries around the world. A need for a change was noted, however, and as in all successful companies, the change had to come from how the brand was seen through the eyes of the consumer. The services of The Convergent Communication Corporation (Tc3) was enlisted to apply an holistic approach to understanding the creative and strategic business requirements. The objective was to reposition the brand and create a new brand personality.

"We had to take the existing, well entrenched Cash Converters brand and uplift it, by making it more accessible, daring and current", says John Warsop, Tc3 chairman.

Mukheibir adds: "Our challenge was to find a communication line that talked to both the people we wanted to sell us the things they didn't really need and the people who may want to re-use some great products. The line 'If you don't really need it... someone else does' was developed and allows us to create a communication that represents the fun of the brand. In a sense, recycling your possessions to your benefit, but ultimately for the greater good of someone else."

The brand repositioning consists of a fully integrated campaign. The television, print, radio and other campaign executions involve impactful, emotive and in some cases very humorous demonstrations of the brand proposition. Launched on June 17th, the re-positioned brand also has a tactical slant and responds incredibly well in the print and press media to emerging situations like the soccer world cup, for example.

Over the next 12 months, every aspect of the brand will be converted. From the new look stores and uniforms to stationery - everything will adopt the new look and feel. Centered on attitude, taking action and making a choice... "If you don't really need it... someone else does" is a statement with visible, tangible and measurable impact.