Cashrewards transforms online shopping into a party with new campaign
Cashrewards has launched its ‘Welcome to the Party’ campaign highlighting its new Cashrewards Max program in partnership with ANZ Bank.
The campaign, produced with WE Communications, launches the first-of-its-kind cash-back program available exclusively to ANZ cardholders.
The creative leans into the idea that Cashrewards Max makes everyday transactions more rewarding, with ANZ cardholders receiving higher-than-normal cash-back rates, and getting cash-back in two weeks or less when purchasing at select retailers.
The hero TVC features DJ Max, who pops up towards the purchasing stage of otherwise boring or humdrum online shopping experiences, blasting seminal technotronic dance track ‘Pump Up The Jam’.
WE Communications creative director Mike Nikotin, said of the campaign: “Since Cashrewards Max is a premium offer, we wanted to ensure this was conveyed in the creative – while nodding to the quirky humour that is synonymous with Cashrewards.
“With the click of the shop button, customer’s rewards are unlocked, and one can’t help but to carve up the rug with DJ Max as he drops the beat – it’s bold, it’s fun and it has the proposition to back it up.”
Cashrewards CEO, Bernard Wilson, added: “Cashrewards Max was created exclusively for existing and new ANZ customers, which makes it an incredibly powerful marketing engine for our brand
partners.
“We’re thrilled to bring this innovative product and campaign to life, connecting millions more of incremental shoppers with brands on a pure performance basis”.
“The Cashrewards Max proposition and campaign raises the bar and demonstrates the ever-growing scale of Cashrewards as a leader in eCommerce and loyalty.”
The campaign will feature with key brand partners, and will run across TV, radio, out-of-home, performance media channels, as well as an influencer competition. It is the largest above the line campaign ever produced by Cashrewards.
Media buying and planning is being handled in part internally, but also by Alt Shift for social videos and PR, and Optimise for media.
Eligible retailers on board for the campaign include Adore Beauty, Apple, Rebel Sport, The Iconic, Uber Eats, and more.
In late 2020 Cashrewards appointed former Woolies X GM of digital, media and data, Steve Cuda, as its chief product and marketing officer.
Credits
Agency – WE Communications
Creative Director – Mike Nikotin
Production: Baz Milas – Fresh Produce Film Co.
Director: Nick Robertson
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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