Cashrewards hands PR duties to Poem, launches latest iteration of ‘YAY’ campaign

Independent creative comms agency, Poem, has been appointed by cashback platform Cashrewards as its retained PR, brand amplification and social strategy agency partner.

Cashrewards chief marketing officer, Nicole Bardsley said: “We are delighted to announce this partnership with Poem, arguably Australia’s most innovative and creative PR agency delivering best in class Publicity, social strategy and integration. The team at Poem have provided us with a forward-thinking plan that is the perfect next step in the delivery of the Cashrewards Brand strategy. Stay tuned for some exciting activity over the coming months as we lead into our busiest retail period and spread the ‘YAY’ with shoppers around Australia.”

On Poem’s appointment, Poem executive creative director and co-founder, Matt Holmes, said: “Poem’s deeply human approach and rhyme and reason methodology fits so well with the new Cashrewards’ direction having identified an insight that customers experience a ‘yay’ moment when scoring a great deal. Cashrewards has such a strong proposition that many Aussies think that there has to be a catch and it’s too good to be true. The new brand identity has brought joy and energy to the forefront. They’re such strong emotional levers we’re looking forward to bringing this to life with earned-first creative ideas over the next year and beyond to help more people be savvy shoppers and save money when they shop.”

Cashrewards joins Poem’s client portfolio alongside the likes of Tourism Australia, Nespresso, PlayStation, Krispy Kreme, TEDxSydney and Place Management NSW.

The appointment coincides with the launch of the latest iteration of Cashrewards ‘Yaytopia’ campaign, first launched in partnership with GHO Sydney in June.

In the campaign’s latest 30-second TVC, ‘Janine’ is pictured traveling through ‘Yaytopia’ on the back of a giant flying Beagle. The voiceover explains that Janine is feeling a moment of ‘uncontrollable joy’ after discovering she has $360 sitting in her Cashrewards account. The spot ends on Janine’s reality, scrolling while waiting for a coffee at her local cafe with her beagle, Jack.

Cashrewards was also this week named as one of four key brand partners for the new season of channel Nine’s Love Island Australia on 9Now. The partnership will see Live TV ads throughout the Love Island Australia season on Channel 9 and on 9Now catch up TV, as well as an in-episode integration during the season, helping the couples to experience the joys of cashback.

Campaign Credits

Client: Cashrewards
Creative: GHO Sydney
Media: Zenith Media
PR: Poem


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