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FROM SIDE QUEST TO STORE VISIT

Brand Challenge

Make Cash Converters impossible for young Australians to ignore by rebuilding trust, tapping into the second-hand economy and turning cultural relevance into measurable in-store action.​

Our Solution

Turn 'Side Quest' culture into a platform that made Cash Converters more relevant to a new generation.

With Joel Creasey and his genuine connection to Cashies at the heart of the idea, the brand was positioned as the place to discover, fund or move on from your next passion. A national ecosystem spanning broadcast, social and in-store activations built the story at scale, while the $50K Side Quest competition gave audiences a compelling reason to step inside a Cash Converters store, turning cultural relevance into real-world action.

Campaign Performance

94%
of exposed listeners said their perceptions of the brand improved
4.2k
competition entries

A Closer Look

The Takeaway

By turning a growing cultural behaviour into a distinctive platform, younger Australians were given a new reason to consider Cash Converters. Authentic talent, relevant storytelling and an integrated audio ecosystem shifted perceptions of Cashies, while the $50K Side Quest turned cultural relevance into action, building trust and driving customers through the door.

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