BPAY Helps You ‘Fall In Like’ With Your Bills Via BMF And IKON

BPAY Helps You ‘Fall In Like’ With Your Bills Via BMF And IKON

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.


Head Over Heels:

Like At First Sight:


BPY1275_Like at first Sight

BPY1275_Head over Heels in Like BPY1275_The Like of Your Life


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



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

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