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.
It’s this key insight that unlocked the creative for BPAY’s latest campaign. Now truth be told, there’s nothing about paying a bill 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.
WATCH THE FILMS:
Head Over Heels:
Like At First Sight:
Jen Speirs, creative director at BMF said: “When it comes to bills, there will never be love. So with this campaign we wanted to celebrate that absence of love in a lighthearted way. Using common love phrases with a twist, fun typography and little animated films, we show that BPAY is the better way to pay your unlovable bills – and surely that’s worth a bit of ‘like’.
Media placement was key to bringing the ‘like’ story to life. Ikon Communications’ strategist Charlie Freestone notes: “When it comes to paying bills everyone has a different approach and routine, and we wanted to own those relevant, ‘life admin’ moments. 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.”
Renee Amor, BPAY general manager, marketing added: “The campaign is designed to highlight how relevant BPAY is to everyday Australians who want a simple, efficient and flexible way to manage their bills. We look forward to seeing this fun campaign drive a strong growth in usage.”
The campaign went live Australia-wide over the weekend in Outdoor, Transit, Digital, Pre-roll Video, Social and Direct Mail.
Executive Creative Director: Cam Blackley
Creative Director: Jen Speirs
Associate Creative Director: Tim Bishop
Copywriters: Chris Berents and Millicent Malcolm
Head of Design: Lincoln Grice
Designers: Matthew Hughes and Caro Gilroy
Planning: Ali Tilling
Managing Director: Steve McArdle
Group Account Director: Emma McJury
Account Manager: Kim Ngo
Agency Producer: Mandy Payne
Production Company: Vandal
Art Buyer: Basir Salleh
Print Production: Karen Liddle
Digital Production: Laurence Pogue
BPAY General Manager, Marketing: Renee Amor
BPAY Marketing Manager: Brittany Kury
BPAY Marketing Co-ordinator: Sarah Westbrook
BPAY Digital Marketing Manager: Leigh McLaren
Ikon Media Strategist: Charlie Freestone
Ikon Media Strategist: Phil Pickering
Ikon Amplification and Trading Manager: Elias Lattouf
Ikon Amplification and Trading Executive: Natasha Young
Hotwire Program Director: Eleanor Sampson