Australia’s largest cashback platform, has today launched a new direction for the brand including a new visual identity, brand strategy and first major brand campaign.
The campaign was created in collaboration with creative agency GHO Sydney, Cashrewards internal creative team and production house Heckler. New media partner Zenith Media handled the media strategy and buying across out of home, radio, broadcast video on demand, YouTube, Spotify, digital and social media.
Australian owned and operated, Cashrewards has 1.3 million members Australia wide, offering cashback deals and discounts from more than 2,000 retail partners, including leading brands such as Apple, Amazon, Nike, The Iconic, Myer, Adore Beauty, and more.
Says Matthew Poulier, head of brand at Cashrewards: “We have bold ambitions for the company and our brand strategy needed to reflect that. Our members tell us they love the experience shopping with us and our retail partners love the growth we offer them and we wanted our brand to reflect that. The goal of the new brand strategy is to capture the expression of joy people feel when they shop or partner with us – it’s a ‘yay’ moment like no other.”
Research with some of Cashrewards’ most loyal customers identified the ‘yay’ moment when a customer scores a great deal with one of their favourite brands. The creative brings to life this over the top moment of euphoria via a joyride through a mythical world, Yaytopia.
Says Nicole Bardsley, chief marketing officer at Cashrewards: “The cashback category is still in its infancy in Australia but is growing at a rapid rate. Looking at the UK and US, we know that the opportunity for category growth is huge and in order to cement our position as the number one cashback platform in Australia, we wanted to create a more distinctive and emotionally engaging brand. To support our new brand strategy we’ve modernised our brand identity and are contributing our most significant brand campaign media investment to date.”
The new visual identity has been designed to bring joy and energy to the forefront. It features bolder colours, a fresh new logo and a daring and entertaining tone of voice.
Creative: GHO Sydney
Sound: Heckler Sound
Stills retouching: Cream Studios
Media: Zenith Media
PR: alt/shift/ Sydney