MISSISSAUGA, ONTARIO - (Marketwired - Sept. 23, 2014) - easyhome Ltd. (TSX:EH) ("easyhome" or the "Company"), the Canadian leader in providing goods and financial services to the cash and credit constrained consumer, announced a new master brand: goeasy. The Company's new goeasy master brand will provide a corporate umbrella that unites and supports its sub-brands of easyhome and easyfinancial and allow it to more effectively reach its targeted demographic - the cash and credit constrained consumer - with all its lines of business, including lease-to-own furniture, appliances, electronics and computers, loans from $500 up to $10,000 and mortgages.
"The values of the new goeasy master brand are Access, Relief and Respect," said David Ingram, easyhome's President and Chief Executive Officer. "When a customer deals with any of our business units, they will know they can obtain greater access to products and services through us than they can through more traditional retailers or banks who have denied them in the past. We will provide our customers with relief from their financial challenges with the promise of a decision within 30 minutes. And most importantly, our customers will know that they will be respected by our Company and our people throughout their entire customer experience. These are the core pillars that anchor our goeasy brand."
On September 15th, the Company officially launched its first national advertising campaign, supporting both easyhome and easyfinancial, to tell the story of goeasy. The integrated campaign includes television ads, a new website (www.goeasy.com) and social media channels, as well as in-store and direct mail marketing.
"goeasy is more than just a new brand, it is a solution for Canada's cash and credit constrained consumers who have been denied access to credit from traditional sources," said Mr. Ingram. "We make goods and financial services available to people so they can access the things they need to make their lives better or deal with some of life's challenges when they arise. We take pride in treating our customers with dignity and respect by helping them gain momentum and empowering them to help themselves."
The new campaign also involves a shift away from traditional paper based advertising channels towards a greater investment in broadcast and digital media. By focusing on the master brand, the Company will maximize the impact of its advertising dollars. Both of the Company's sub-brands (easyhome and easyfinancial) will be united under this one umbrella with one common message focused around the core brand pillars. It will reach a new set of customers that are unaware of the Company's products and services. Longer term, the master brand will facilitate the launch of new products and services and reduce the cost of customer acquisition.
easyhome Ltd. is the Canadian leader in providing goods and financial services to the cash and credit constrained consumer. easyhome Ltd. serves its customers under the master brand goeasy through its two key operating divisions, easyhome Leasing and easyfinancial. easyhome Leasing is Canada's largest merchandise leasing Company, offering top quality, brand-name household furnishings, appliances and home electronic products to consumers under weekly or monthly leasing agreements through both corporate and franchise stores. easyfinancial is a leading provider of consumer loans as an alternative to traditional banks and payday lenders. easyhome Ltd. is listed on the TSX under the symbol 'EH'. For more information, visit www.easyhome.ca.
President & Chief Executive Officer
Senior Vice President and Chief Financial Officer