There’s nothing about paying bills that you’re ever going to fall in love with, but with the benefits of BPAY, you might find yourself ‘falling in like’ with them.
That’s the theme of BPAY’s latest campaign; enlisting the help of advertising agency BMF
and Ikon Communications
to highlight how relevant BPAY is to everyday Australians who want a simple, efficient and flexible way to manage their bills.
Like death and taxes, bills are one of the few certainties in life. We all have a lifelong commitment to bills, and with that length of relationship we might as well make it a good one.
One click payments*, all your bills in one place^, and flexibility to pay household bills, as offered with BPAY and BPAY View, all contribute to the ease of use of services. And with BPAY making things easier in every step of the bill payment cycle, it’d be hard not to fall ‘head over heels in like
When it came to designing the campaign, BMF Creative Director Jen Speirs said it was important to celebrate the absence of love in a light-hearted way.
“Through using common love phrases with a twist, fun typography and short animated films, we show that BPAY is the better way to pay your unlovable bills – and surely that’s worth a bit of ‘like’”, says Speirs.
The campaign aims to drive payments through BPAY by persuading consumers to have a clearer, renewed or even a new appreciation of BPAY, including increased consideration, and spontaneous brand awareness.
Ikon Communications Strategist Charlie Freestone said media placement was key to bringing the ‘Like’ story to life.
“Whether it be when you’re grabbing a coffee or killing some time on the commute – we want to reach people and remind them about BPAY whenever paying a bill springs to mind.”
The campaign will appear across Australia, through digital and outdoor placements from 16 April to 29 July 2017. Placements include street furniture, on buses, YouTube
, social, banner ads, gym screens, and in lifts.
Financial Institutions and billing organisations are able to take part in the campaign by contacting firstname.lastname@example.org
to receive the material order pack or by visiting the Marketing Support
* The process may vary slightly between financial institutions.
^if BPAY View is offered by your financial institution and biller. The process may vary slightly between financial institutions.
BPAY Payments are offered by over 150 BPAY Payer Institutions. Each BPAY Payer Institution is a Member of the BPAY Scheme - managed by BPAY Pty Ltd. When you use BPAY, the BPAY Scheme is paid fees relating to processing costs and BPAY Scheme membership. 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.