Shop Back aims to educate consumers following online shopping boom
Shop Back is highlighting the range of everyday products that Australians can ‘get cash back’ on when shopping with the online platform, from clothing to takeaway.
The campaign aims to educate consumers on how the online shopping platform operates and the benefits it can provide to customers. Head of marketing, Kevin Azzopardi, noted the online shopping boom which occurred in 2020 is driving the reach and awareness of Shop Back.
“Since COVID-19 began, one million new households in Australia have shopped online, growing both the e-commerce market and the opportunity for Shop Back,” Azzopardi said.
“As we move into the peak retail season of the year we wanted to create a TVC that appeals to a much broader audience, reminding them to make Shop Back their first destination when online shopping.”
The launch of the TVC coincides with Shop Back’s third annual online shopping event, Shop Fest, which runs from early November 2020 to 5 January 2021.
The TVC was created by Poem’s content arm, Poem Studio. The agency won the public relations account for Shop Back in November last year.
Poem business director – content and studio, Katie Raleigh, said: “We’ve enjoyed helping Shop Back grow significantly in the last year through PR, influencer and content but as the brand matures we needed to ensure our [above the line] TVC reflected the fun [tone of voice] of the brand and the ease of the product, while building further consumer trust in a unique and entertaining way.
“Ultimately Shop Back is a life hack, and we wanted to show people not just how simple it is but how much it can improve their shopping experience. Creating a sense of reliability with the platform was critical to the success of the creative execution, developing the brand’s identity and ongoing education of the cash back market in Australia.”
The spot will roll out across Ten’s prime time programming and will run until 30 November. Advertorials on morning program, Studio 10, will support the campaign.
Credits
Client: Shopback
Client Lead: Shopback, Head of Marketing, Kevin Azzopardi
Creative and production: Poem Studio
Project Lead: Katie Raleigh – Business Director Poem Studio
Director: Cameron D’arcy
DOP: Don Buppapirak
Producer: Jessica Ameduri – Poem Studio
Script: Michael Dole & Annika Johansson – Daughter Collective
