Campaign Brief 2022
Recognition
Mumbrella Awards: Best Use of UX, Planet Puberty
Good Design Awards: Winner, Planet Puberty
Number of staff: 26
CASHREWARDS /
YAY TO CASHBACK
Cashrewards is one of Australia’s two main competitors in the emerging cashback category. We worked with the team to take a functional, tactical brand and reposition it around the joy of cashback, launching a new platform, ‘Yay to cashback’. The campaign has begun rolling out across a range of media, shifting the dial on brand perception and inspiring everything from B2B trade shows to PR stunts.
COMMBANK MESSAGING /
SUPPORT THAT FITS
With the advent of covid, CommBank’s call centre was often busy. To direct customers to online chat – a convenient, but underutilized option – we created a social campaign that showed they could speak to the team on their terms. Campaign reporting has shown a significant uplift in usage to date.
FAMILY PLANNING NSW /
PLANET PUBERTY GAMES
Having created Planet Puberty, an educational platform to teach kids with disabilities about puberty, we developed a series of interactive games to cover important topics like who to trust, the difference between public and private, and identifying feelings. The games are now in use in schools and community centres across NSW. The project won Best Use of UX at the 2022 Mumbrella Awards, against work for major brands like Lego, NRMA and Big W, as well as a prestigious Good Design Award.
COMMBANK REWARDS /
MACCA’S HACKS
To demonstrate that you can get cashback with CommBank Rewards when you order Macca’s via Menulog, we positioned the offer alongside espresso thick shakes and sauce dips as one of many TikTok’s many handy Macca’s Hacks. Appearing for just 8 days, View-through Rates were 286% of benchmark, with 34,000 Likes and 85,000 web visits, smashing offer activation targets.
FAMILY PLANNING/
CAN’T FACE IT
If you’re a teenager, buying condoms can be embarrassing enough. But if you live in a small town, there’s every chance you also know the person behind the counter. We worked with Family Planning NSW to promote Freedom, a service that gives access to free condoms and sexual health information online. The perfect solution when you don’t want to show your face in store.
COMMBANK /
THE GOOD LUCK BALL
In late 2022, we were awarded duties for CommBank’s sponsorship of the Matildas. Our first task was to create a social video wishing the Socceroos good luck as they left for Qatar. What better way to say it than with a signed Socceroos football?
EXCHANGE FOR CHANGE A.C.T. /
IMPACT CALCULATOR
Most of us only ever consider our blue or yellow bins when we think about recycling. To help educate ACT residents on the impact they could make, we created a custom-made Impact Calculator, showing the visual relationship between what they recycle and positive outcomes for the environment. Users could download their results as a certificate, and were encouraged to share their results on social media.
See the impact calculator here
COMMBANK STEPPAY /
TOO EASY
CommBank StepPay is the bank’s entry into the Buy Now Pay Later (BNPL) category. By breaking payments into four, it’s the perfect way to pay for mid-sized emergency purchases like a washing machine or a new dress. Targeting Gen Z, the ‘Too Easy’ campaign ran on TikTok, demonstrating that no matter how urgent the shopping crisis, you can solve it easily with StepPay.
SCAPE /
SCAPE LIVING & STUDENT WEBSITE
With over 15,000 beds across 33 buildings in four cities, Scape is the largest student accommodation provider in Australia. Collaborating closely with Scape, we delivered a flexible, scalable platform allowing students to find and book rooms. The site has already increased customer engagement and more than doubled online conversions.
GHO /
THE GINGERBREAD AGENCY
As 2021 came to a close, with many clients spending a lot of time at home with kids, and running out of ideas to entertain them, we sent a gift that helped bring their families together. The idea: the Gingerbread Agency. We delivered all the ingredients to select clients, complete with instructions, then invited them and their families to share their creations back to us. As the entries flooded in, we shared them in social, and invited the best to nominate a charity for us to donate to. The response was hugely positive from clients – and their kids.
