Cashrewards revamps brand for first major brand campaign via GHO Sydney and Zenith Media

Australian owned and operated cashback ecosystem, Cashrewards, has launched a new brand direction, encompassing a new visual identity, brand strategy, and its first major brand campaign via GHO Sydney.

The campaign comes six months after the brand appointed former Westpac head of brand and advertising, Nicole Bardsley, as its CMO, with other agency collaboration including PR from alt/shift, media from new media partner Zenith Media and production from Heckler.




The new direction is based on research conducted with Cashrewards customers that had identified an insight that customers experience a ‘yay’ moment when scoring a great deal. This moment has been translated into the euphoric mythical world, ‘yaytopia’ that features across campaign executions, and is synonymous with the platform’s new brand identity.

The new brand identity at hand is said to have brought joy and energy to the forefront, with bright and bold colours, new logo and a lighthearted tone of voice.

“We have bold ambitions for the company and our brand strategy needed to reflect that,” said Matthew Poulier, head of brand at Cashrewards. “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.”

In the 30-second TVC ‘Kate’ is picture in a roller coaster cart travelling across a rainbow on a joyride through ‘yaytopia’. The voice over explains that Kate is feeling a moment of ‘uncontrollable joy’ after finding a pair of jeans on the Cashrewards site that she knows she will get cashback for. The spot ends on Kate’s reality, sitting on her desk scrolling while she is at work.

Jonny Cordony, Managing Director at Zenith Sydney said: “We could not be more excited to launch the ‘Yay to Cashback’ campaign and help Cashrewards accelerate its leadership position. The new strategic media framework we have developed will drive strong engagement and build familiarity – from brand to performance.”

Hamish Stewart, creative partner, GHO Sydney added: “From the start of our relationship nearly a year ago, working with the Cashrewards team has been a joy. So it’s perhaps no surprise that the brand is all about the joy of cashback. From initial strategy to creative to production, it’s been a truly collaborative effort with the Cashrewards marketing and creative teams, and we couldn’t be happier with the result.”

Nicole Bardsley, chief marketing officer at Cashrewards said: “The cashback category is still in it 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.”

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


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