Example: Ebates rebrand The challenge Educate and reassure members about our name change from Ebates to Rakuten. What we heard “Rakoo... Am I saying this right?”“What happens to my money?”“I understand that Ebates means I’ll get a rebate. What’s Rakuten?” Our approach Increase awareness of the Rakuten brand.Guide people through pronunciation.Provide reassurance about the service. The work TV spot: Shout-out payout Objectives: Awareness, PronunciationRole: Copy Approval and EditsAgency: Pereira O’Dell Landing page Objectives: Pronunciation, ReassuranceRole: Writing, StrategyProduct Design: Miranda KayArt Direction: Peter Benson Out-of-home campaign TV spot: Ebates is Rakuten Objectives: AwarenessRole: Client-Side Direction, WritingAgency: Standard Black Objectives: AwarenessRole: Client-Side DirectionAgency: Sandwich The results ✓ No drop-off in shopping and sales for transitioned members.✓ Comparable YOY growth in new member acquisition. Aided awareness More examples →
