Cash Converters Uses Bold Typography, Aussie Colloquialisms to Launch 'Cashies Loan'

In a new campaign, Cash Converters is backing its customers when they need it the most with the new Cashies Loan.

The 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. It 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 creative is complemented by a 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,” said 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 said, “’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, said, “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.

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.