Cashrewards and Poem’s social experiment goes viral
Cashrewards and Poem’s OOH installation experiment has gone viral, with over one millions views across TikTok and Instagram.
The announcement:
Two unbelievable unbranded OOH installations or ‘real bills-boards’ of $5k each in real $5 notes caused a frenzy in Parramatta and Bondi last week as part of a social experiment by Australia’s leading cashback platform, Cashrewards, the first major work by newly appointed creative comms agency Poem.
Since the content has gone live it’s going viral on TikTok and Instagram, had 1m views across social and secured editorial coverage on the likes of C7’s Weekend Sunrise when it praised by industry experts such as Dee Madigan as “being smart…and creating talkability”.
In a time of cost of living pressures, data hacks, and online misinformation, the social experiment was created because so many people instinctively think that Cashrewards is too good to be true, so would this translate to cold hard cash in real life?
Poem co-founder and ECD, Matt Holmes said: “Joy and energy are at the forefront of Cashrewards’ new brand identity. This creative activation is another perfect example of an idea developed through our ‘deeply human’ approach that works across paid, owned and earned media (POEM) channels. We were able to bring to life the “YAY” moments that Cashrewards provides, while educating about a common misconception that many Aussies have about the brand and cashback platforms.”
Financial expert and author Melissa Browne highlighted that Australia’s scepticism with cashback platforms is misplaced: “Australians have been brought up on the points reward system and the old adage “if it sounds too good to be true, it probably is” so, naturally free cash for your shopping sounds like something they should be wary of. Cashrewards rewards you for shopping and puts real money back in your account. Why wouldn’t you use it?”
Cashrewards chief marketing officer, Nicole Bardsley said: “Our “real Bills-board” was a fun way to highlight that Cashrewards is not too good to be true. We wanted to show Australians how much money they are leaving on the table by not using Cashrewards. Roughly only 11% of Australians use a cashback platform and we’ve already given over $100 million back to customers so there’s much more money to be saved.”
Following the “Real Bills-board” activations at Parramatta and Bondi, Poem partnered with OOH advertising agency and studio, Apparition Media to create hand-painted murals of Cashrewards’ latest TVC campaign creative, with ‘Janine’ pictured travelling through ‘Yaytopia’ on the back of a giant flying beagle.
Cashrewards is gearing up for another busy Christmas period that kicked off last week with Black Friday. This and other Cashrewards marketing has helped to generate a record Black Friday weekend with new member registrations at +58% and total sales value up +53%, when compared with 2021 performance.
Source: Poem
