A major brand refresh for Cashrewards, Australia’s largest cashback platform, aimed to elevate the brand beyond retail and create a deeper connection with people.

Cashrewards had often been seen as purely transactional, a site for discounts rather than a brand that resonated with customers. The challenge was to change that perception.

We repositioned the brand around the emotional high of scoring a great deal, the “Yay” moment. A celebration of everyday wins that turn saving money into something joyful and rewarding.

Visually, we embraced that joy with vibrant colours, playful illustrations, and a fresh tone of voice. The fully integrated campaign spanned TV, OOH, digital and social channels, backed by Cashrewards' largest media investment to date.

The result: A distinctive, emotionally engaging brand that raised awareness and shifted perception from a retail utility to a feel good lifestyle.