BPAY Group, the provider of Australian bill payments scheme BPAY, has announced it is working with of a suite of Australian agencies tasked with supporting its latest market innovation, Osko by BPAY.

BPAY will be bringing Osko by BPAY in October to the majority of financial institutions that operate in Australia.

Osko by BPAY is the first overlay service on the New Payments Platform (NPP), designed to provide a faster, easier, more convenient, data-rich, peer-to-peer payment service.

The group has appointed BMF for advertising, Hotwire for public relations, Maud for brand design, Ikon Communications for media buying, and The Leading Edge for market research.

BPAY Group and its agencies will work collaboratively on an integrated strategy and campaign to introduce Osko to financial institutions and consumers.

The Leading Edge has undertaken extensive research on behalf of BPAY Group to tap into user sentiment on the service, while design and branding efforts for Osko will be led by Maud and BMF.

Hotwire and Ikon Communications will spearhead the media engagement strategy.

John Banfield, group CEO at BPAY Group, said having such a varied and experienced group of agencies working with the company to introduce Osko by BPAY to the Australian market is very exciting.

“We want to communicate Osko by BPAY creatively and effectively to all the banks and financial institutions that will be offering the service, and ultimately to end-consumers,” he said.

“With such a great bank of agency experience alongside us, we are well-positioned to tell the story of this exciting innovation in payments.”

Renee Amor, general manager of marketing and communications at BPAY Group said that the support of specialist agencies will be key in the targeted communication needed to support the new service.

“Telling one clear story about the brand, how it will change the way Australians move money, and how people can use it through their digital banking channels will be vital in helping the financial institutions educate their customers,” she said.