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:

OUTDOOR:

 

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.

Credit List:

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

 

Client:

BPAY General Manager, Marketing: Renee Amor

BPAY Marketing Manager: Brittany Kury

BPAY Marketing Co-ordinator: Sarah Westbrook

BPAY Digital Marketing Manager: Leigh McLaren

 

Media:

Ikon Media Strategist: Charlie Freestone

Ikon Media Strategist: Phil Pickering

Ikon Amplification and Trading Manager: Elias Lattouf

Ikon Amplification and Trading Executive: Natasha Young

 

PR:

Hotwire Program Director: Eleanor Sampson