TopCashback, the UK’s leading cashback site, today launches its transformative new brand platform, “Next Level Spending Powers,” created in partnership with Uncharted Studio. The platform debuts with an energetic, multi-sensory campaign called “Summon the Power of Joy” designed to position TopCashback as a magical helper for today’s shoppers.
The new brand strategy is based on customer research and data that revealed the true emotional value of cash back, far exceeding the rational monetary benefit.
The research identified a group of younger customers who were less familiar with the category but were strongly motivated by the idea of a new way to increase their spending power at a time when “spare money” was being cut.
The campaign centers on the idea of “double the joy” – the rush of a purchase followed by the thrill of receiving a cashback bonus. Using cute, colorful character pairings, the creators used ASMR-inspired visuals and sounds to “evoke a physically joyful response.”
A cast of rainbow-colored mascots, including cute kittens, shiny otters, and gummy bears, appears throughout the store.
To ensure the work resonated with its audience, Uncharted Studio collaborated with technology partner DAIvid, refining the creative using proprietary AI testing systems to maximize emotional connection and brand memorability.
Rather than taking an either/or approach to craft and technology, the team positioned AI as a collaborator.
“By blending hand-drawn character design and traditional animation and CGI with the tactile nature of AI, we’ve created a multi-sensory language that tempts you to reach in and touch, taste, and snuggle the work,” says Jordan Bambach. “The combination of the oldest and newest creative tools at our disposal represents the best of what modern advertising can deliver.”
The Next Level Spending Powers platform is based on customer data that highlights the “emotional value” of earning cash back, in addition to the financial benefits.
Research has also shown that younger consumers, while less familiar with cash back platforms, are motivated to find new ways to increase their spending power, especially when spending on “treats” is more tightly controlled.
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