Bringing the joy to Australia’s leading cashback brand


An emerging category

Cashrewards pays members a percentage of what they spend at over 2,000 Australian and international retailers. But while the cashback category was well-established overseas, it was relatively unknown in Australia.


Creating a distinct, ownable positioning

The Cashrewards brand hadn’t been well defined, so it was relying on very functional retail messaging, missing an opportunity to engage the crucial Gen-Z customer. Our opportunity was to reposition and relaunch, with a fresh approach that shifted the brand from rational to emotional.


A distinctive brand platform

Working with the Cashrewards team, we dug into the research, which told us that receiving cashback was a little moment of joy for members. So we brought the joy to life with a simple, ownable platform: ‘Yay’.


Bringing yay to life

Our creative executions depicted people who had just made a purchase through Cashrewards, and were then transported into their own unique version of joy: ‘Yaytopia’. The campaign rolled out across BVOD, YouTube PreRoll, OOH and social, and continues to inspire activations, brand partnerships, and PR.