The initiative aims to engage with Australia’s ‘passion economy’, a sector where Australians reportedly spend over $42 billion annually on hobbies and personal pursuits.<\/p>\n
The ‘Side Quest City’ campaign positions Cash Converters as a destination for low-risk exploration, capitalising on the second-hand economy. The campaign’s objectives include driving in-store foot traffic, enhancing customer trust and retention, and fostering brand loyalty among younger demographics.<\/p>\n
The campaign highlights Cash Converters’ popular retail categories, which include jewellery, technology, gaming, tools, and musical equipment. It is supported by a partnership with Nova Entertainment, leveraging its radio, talent, podcast, and social media platforms.<\/p>\n
TV and radio personality Joel Creasey serves as the face of the campaign, sharing his personal side quest experiences. The campaign will feature on-air segments, in-studio visuals, and Instagram storytelling, all designed to encourage store visits.<\/p>\n
Podcasters ‘Two Broke Chicks’ and ‘The Relatables’ will also contribute by sharing their side quest journeys. Additionally, a national customer competition will offer participants a share of $50,000. Entries can be made by scanning a QR code in-store and logging purchases.<\/p>\n
Tiaan van Jaarsveldt, Carat Perth Strategy Director, stated, “This campaign taps into a cultural truth and pairs it with a media ecosystem built for discovery. Nova\u2019s talent and platforms give Side Quest City the scale and personality it deserves, delivering the campaign to key target audiences across the country.”<\/p>\n
Sara Tweedly, Chief Growth Officer at Cash Converters, commented, “Side quests are meant to be fun, not financially stressful. We believe that they should be attainable for everyone, and the second-hand economy lets people experiment, upgrade, or move on to something new without financially overcommitting. With over 150 stores around the country, and all of them unique with one-of-a-kind finds, this partnership will bring the joy of side quests to a larger audience \u2013 particularly those who may not have considered us before.”<\/p>\n
Nina Santella, Nova Group Sales Director, added, “Joel Creasey and our creator network bring authenticity and humour to the idea of side quests. It\u2019s a natural fit for our audience and a great example of how brands can show up in culture.”<\/p>\n","protected":false},"excerpt":{"rendered":"The initiative aims to engage with Australia’s ‘passion economy’, a sector where Australians reportedly spend over $42 billion…\n","protected":false},"author":2,"featured_media":6946,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[335],"class_list":{"0":"post-6945","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-perth","8":"tag-perth"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts\/6945","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/comments?post=6945"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts\/6945\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/media\/6946"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/media?parent=6945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/categories?post=6945"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/tags?post=6945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}