CONTEXT
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.
Opportunity
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.
IDEA
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’.
EXECUTIONS
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.