Bringing the joy to Australia’s leading cashback brand.

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.

30s TVCs

Instagram Proof Point Videos

OOH

Results

Cashrewards added almost a million members in a year, doubling its base to 2m and growing active members by 51 per cent. Having targeted a 9 per cent increase in branded awareness, the business achieved 14 per cent, and is now 23 per cent ahead of its main competitor in prompted awareness. Consideration to join Cashrewards increased 11 per cent over the same period, and cost per acquisition has since been cut by 41 per cent. The campaign kicked off in June 2022 and led to the best June results ever, and every subsequent month has hit new highs, with November up by 41 per cent. As an added bonus, the Cashrewards team were nominated for Marketing Team of the Year at the AdNews Awards.

Credits

Cashrewards
Creative – GHO Sydney
Production – Heckler
Sound – Heckler Sound
Stills retouching – Cream Studios
Media – Zenith Media
PR – alt/shift/ Sydney