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Serviceplan France's Cash Converters Campaign Stars Siamese Twins and Blender Births

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Surreal campaign injects humour into the experience of selling much-loved possessions

Serviceplan France's Cash Converters Campaign Stars Siamese Twins and Blender Births
In two new spots titled ‘Siamese Twins’ and ‘Childbirth’, Serviceplan France Creative Director Daniel Perez gives a surreal twist to the new Cash Converters campaign.

Cash Converters, world leader of the purchase-sale of second-hand goods, launches a new advertising campaign by Serviceplan France, with the concept that people don’t have to concoct crazy narratives in order to sell their favourite possessions at the best price.

The campaign "The Smooth Talkers" uses the register of the absurd to address the apprehension some people associate with selling goods on the second-hand market, by playing on the ambiguity between the market value and emotional value of objects. 

The ‘Childbirth’ spot features a tongue in cheek scenario which arose from the statistic that food mixers are ranked in the top five most popular second-hand goods sold in the Cash Converters stores.

With the tag-line ‘Vendez-Vite, Achetez Mieux’ (Sell quickly, buy better), the campaign removes the drama from the crucial moment of repurchase, and emphasises the Cash Converters philosophy of applying the highest value to resale objects.

Daniel Perez, Serviceplan France Director of Creation and Director of the campaign explains: "The Smooth Talkers’ is based on an absurd narrative which delivers a simple and rational message. The comedy and surrealism of the Siamese Twins and Child Birth spots values the brand as much as its audience."

The campaign marks the beginning of a saga, with Serviceplan France responsible for creation, and strategy by Mediaplus France. The principle is to ensure a long-term TV presence for 18 weeks, at the key moments of buying and selling, in the 1st and 3rd week of each month. Serviceplan and Mediaplus are both part of the first independent European Serviceplan communication group, which is now present in 26 countries.
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Advertiser: Cash Converters

Creative Agency

Creative Agency: Serviceplan France

Copywriter: Benjamin Coché, Chloé Rosiaux

Chief Creative Officer: (Chief Creative Officers Serviceplan France) Dimitri Guerassimov, Fabien Teichner, (Chief Creative Officer Serviceplan Paris) Hervé Poupon

Business Affairs: Stéphane Perrot, Juliette Polaillon, Julie Raynaud

Account Management: Bruno Bee, Ronan Pensec, Naolie Boudouka Art Director

Creative Supervisor: Dimitri Guerassimov & Fabien Teichner

Genres: Comedy, People

Categories: Retail and Restaurants , Retail Stores

Serviceplan Paris, Mon, 09 Apr 2018 09:42:29 GMT