Cash Converters pawnshops are well known by giving a second chance to the products they sell.
Based in such concept, we developed a campaign for St. Valentine’s Day where we offered a second chance to couples that were still missing each other.
We developed an APP where you posted your email and your ex’s. If the other person did the same, a “match” was created and message was sent to both of them (a kind of Tinder before Tinder even existed). But, if one of them did not post the ex’s email, the email was never sent.
Some Cash Converters iPhones were given away among the “matches” so couples did not disconnect from their love.
The action was told like this in one of the main news channel:
Role: Partner/Creative Direction