Cash Converters draws attention to Cashies Loan, via Howatson+Co and Carat WA

Cash Conveters has worked with Carat WA and Hotwatson+Co on a campaign designed to raise awareness of its new Cashies Loan product.

The announcement:

Cash Converters has a long history of helping customers who may not be able to access traditional credit but deserve financial assistance when they need it. Now, with a bold new campaign, they’re backing their customers when they need it the most with the new Cashies Loan.

Life is chaotic and unpredictable. The new campaign, a collaboration between Howatson+Co, Carat WA, and Cash Converters, shows that Cashies is the friend that has your back when life throws challenges your way.

The campaign uses bold typography and Aussie colloquialisms to speak to customers in a way that’s instantly familiar, disarming, and approachable with a clear and simple solution. The tone takes the sting out of stressful life moments and positions Cashies like a mate, with the design stripping away unnecessary polish to make the brand feel street-smart, every day, and human.

The bold creative is complemented by an innovative media strategy from Carat WA that translated Cash Converters’ rich data into audiences, enabling precision targeting across all media layers. The full-funnel campaign spans traditional, digital, and performance channels with robust analytics and brand uplift measurement.

“While we are the same Cashies with a passion for helping those that others can’t or won’t, our exit from payday lending has resulted in a shift in the customers that we can help and our new product and this campaign has been developed with this in mind,” says Cash Converters chief growth officer, Sara Tweedly.

“Alongside ‘Be More Lifeproof’, we have also updated our platforms and processes to make it even easier for customers to do business with us. We want our customers to feel like they can come to us without judgement for all of life’s moments, good or bad.”

The Cashies Loan is a line of credit product designed for everyday Australians who need access to funds without upfront or ongoing fees, judgement, or complexity, with loan amounts ranging from $2,050 to $5,000. It was built for those who might not have a perfect credit history but still need help managing life’s expenses.

Renée Hyde, group managing director, Howatson+Company says, “’Be More Lifeproof’ reimagines how Aussies see and connect with Cash Converters, showing the role it plays in helping people through life’s ups and downs in a way that’s relatable, light-hearted, and unmistakably Cashies.”

Michelle Testa, Carat WA client partner, says, “This campaign is an excellent testament to what Cash Converters really means as a brand and it has been a privilege for Carat to have a role in helping communicate this message and instil confidence. The Cashies Loan shows how Cash Converters pioneers in this space.”

Cash Converters has moved away from short-term, higher-cost lending (commonly known as ‘payday’ lending), announcing earlier this year that they will no longer offer a Small Amount Credit Contract (SACC) from 25 September 2025 to benefit customers with better, lower-cost product options. For more information, visit the Cash Converters website.

Cash Converters has been operating since 1984 and is one of Australia’s largest second-hand retailers and a trusted provider of personal finance solutions.

Credits:
Client: Cash Converters
Chief Growth Officer: Sara Tweedly
Head of Marketing: Nichola Strasser
Marketing Manager – Brand: Megan Eastman
Creative Manager – Marketing: Bernice O’Mahony
Marketing Manager – Digital: Kimberley Nelson
Senior Communications Manager: Courtney Pearson
Marketing Specialist: Bridgette Weller-Brown
UX/UI Lead: Shaun Kelly
Marketing Specialist: Marc Copes
Strategic Consultancy: Taylor Simpson Jones
Media: Carat WA
Client Partner: Michelle Testa
Strategy Director: Tiaan van Jaarsveldt
Snr Client Director: Natalie Salinovich
Snr Client Manager: Geoff Langton
Client Executive: Ashlee Rattray
Group Digital Director: Lucy Thompson
Group Investment Director: Sam Giuffre
Creative: Howatson & Co
CEO: Chris Howatson
Group Managing Director: Renee Hyde
Deputy Chief Creative Officer: Richard Shaw
Creative Director: Simon Friedlander
Ellena Mills-Stainer: Chief Design Officer
Designer: Jason Nguyen
Snr Business Director: Gavin Blomeley
Producer: Charlotte Breene

Source: Dentsu