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.
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.
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’.
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.