– Market-leading cashback site launches biggest ever push, created in partnership with NOW
– First campaign to launch since brand appointed NOW without a pitch in May 2021
– Unusual, hand crafted stop motion animated ad features hummingbird character
Market-leading cashback site TopCashback has unveiled its biggest campaign to date, as it seeks to sign up new members. The push is the first to be developed in partnership with NOW, which it appointed as its lead creative agency without a pitch in May 2021.
With the core objectives of further growing the appeal of cashback as a way of saving money, and generating new, active members, NOW has partnered with TopCashback to develop “Hmmmingbird”.
The TV spot features a cute hummingbird character from the TopCashback logo. With suggestive‘hmmmmm’s’ and sweet expressions, the hummingbird is there to give you an unusual yet friendly nudge to remind you to shop through TopCashback to save yourself some money. The ad aims to demonstrate how TopCashback is on the side of its members, lending a helping hand to get them rewards for their everyday spending.
To make TopCashback’s message memorable and stand out in an ad break, NOW chose to create the ad using stop motion animation. Directed by Adeena Grubb and Andy Biddle at Blinkink, the spot combines charm and craft, featuring a painstakingly created hand-sewn set and characters.
The TV ad, which will initially run in the UK, is also supported by radio activity. Media planning and buying for the campaign is by Mediacom.
TopCashback has 21.5 million members, and operates in the UK, Europe, China, Russia and the US.
Adam Bullock, UK Director, TopCashback, said: “TopCashback exists to save its members as much money as possible on their everyday spending. We prioritise forming lasting relationships with our members, which is why this warm, engaging campaign is so perfect for our brand. The cute hummingbird character is a memorable, relatable motif, representing our constant drive to make spending more rewarding.”
Ben da Costa, Chief Creative Officer, NOW, added: “Developing our first campaign for TopCashback, we were inspired by their ethos and their commitment to helping members to save money, so we created our hummingbird character with this in mind. Using stop motion animation was a real labour of love. We put a huge amount of care, effort and craft into the ad, and we’re delighted with the vivid visual style, unusual humour and originality we’ve achieved. It will hopefully stand out within a normal ad break.”
Adeena Grubb and Andy Biddle, directors of the TV spot, concluded: “When we read this script we felt as though it had our names all over it!
“Creating a unique look to meet the brief was a challenge. We wanted to use one or two materials that haven’t been used as much in stop motion animation, and it was hard to find references to demonstrate what we meant. The combination of matte fabric, carved wooden embellishments and super shiny glass eyes did just that and we’re very proud of the outcome.
“The hummingbird (lovingly named Alfie) was a crucial part of this spot as he is the TopCashback logo in real life. We had a lot of fun designing him. He had to be the perfect balance of funny and cute and a bit of “stone -cold weirdo” thrown in. He slowly took shape, feather by feather, and became the TopCashback hummingbird of everyone’s dreams! We love that he still flits about like a real hummingbird despite being a chunkier fella.
“This was such a genuinely brilliant project to be a part of, the guys at NOW were very trusting and awesome to work with. The whole process felt like one big old lovely collaboration!”