Objective
We’re conditioned to be sceptical of free money, which makes it hard to get attention for Cashrewards. We needed to break through the Black Friday clutter with an idea worth talking about.
Insight
Nobody likes finding a parking ticket on their windshield. So we flipped the most universally hated city moment into the most loved.
Idea
Dressed comedian Joel Creasey as The Cash Rewarden, took to Sydney streets, and instead of handing out fines, slapped envelopes filled with $270 (the average annual Cashrewards customer payout) onto windshields. The reactions did the rest.
How it earned attention.
New member registrations
+71%
Organic website visits
+41.5%
Organic video views
59k
