Ever felt like you couldn’t perfectly time moments of your life? Did you know however, that you can perfectly time your bill payments with BPAY?
Last year BPAY conducted targeted focus groups with the intention to delve further into consumers preferences when it comes to managing their finances, most specifically bill payments. Research indicated that simplicity and ease in payments are no longer a point of difference for BPAY and the competitor set.
Therefore the aim was to determine what features differentiated BPAY from the market and one key element that emerged was that scheduling was a commonly unknown feature of BPAY. However there was a consensus across the groups, that scheduling would be a valuable tool for their financial needs.
The result is a new payment campaign has been developed with the creative playing on the idea of not being able to perfectly time certain elements of your life, however always being able to perfectly time your bill payments.
The objective of the campaign is primarily to increase payment volumes and secondly to increase the use of scheduling of payments by 10% over the six month period.
Warren Brown, the Creative Founder of BMF talks through the journey of the creative direction for the campaign.
"BPAY wanted to tell people that now they could schedule the time of their bill payments, initially this seemed a complex message to communicate, especially on posters. Thinking about it though when it comes to the timing of events that shape our lives we’re all usually less than perfect, which led us to discover a creative way to get noticed and ensure the message from BPAY was understood.
It seemed a very relevant insight and an opportunity to have a bit of fun by showing that when it comes to good timing, most if not all of us, can get it wrong from time to time but with BPAY there is at least one aspect of your life, paying bills, where you can enjoy perfect timing.
After all we don't like paying bills too early, or too late incurring late payment fees, but given the opportunity to pay them bang on time, and the peace of mind that would give you, made the idea of scheduling your bill payments with BPAY an absolute godsend.
The old saying 'life is the thing that happens to you while you're making other plans' is true for all of us, which is why it was important for the ideas in this campaign to have a good tonal balance so they would have broad appeal.”
The campaign will go live mid-March Australia wide in outdoor and digital, according to the following is the rollout media plan:
We encourage all Member and BPAY Billers to participate in the campaign. To make it even easier we have developed a new electronic Payments Kit which has all the creative assets to download in a couple of clicks.
This can be found on our website at http://www.bpay.com.au/Business/Small-Medium-Business/Marketing-Support/BPAY.aspx
Published by BPAY Pty Ltd. BPAY is offered by over 150 Financial Institutions. Contact your Financial Institution to see if it offers BPAY and to get the terms and conditions. This is general advice – before using BPAY please review the terms and conditions and consider whether BPAY is appropriate for your personal circumstances.