Cash Converters are the largest second-hand goods dealer in the Australian market with a secondary product offering of short-term financial loans. Considering the loyalty of its core customer group, Cash Converters wanted to drive leads and awareness for its loan products, but via a conservative approach so as not to dilute its brand values.
The challenge included translating an offline concept into an effective online one, and the plan developed centred on running contained placements to target exposure and deliver relevant leads to the stores.
The results from the campaign were staggering.
The campaign Longtail developed did just that, plus it delivered cut-through and longevity over a prolonged period of time. Selected media included performance placements and remarketing. Contextual placements were used across real estate portals to communicate a relevant message.
The results from the campaign were staggering. All key metrics laid out by the client were met and the response to the campaign has far exceeded expectations. Following the first burst of activity, the client committed additional funds to the online activity (even taking funds from offline and moving into online), demonstrating the success of the campaign to date.
This campaign demonstrates our ability to work within a brand blueprint developed by another agency to create highly effective online creative