BPAY hopes to make customers ‘fall in like’ with bills in new ad campaign

BPAY is hoping to improve customers’ relationships with bills in a new campaign showing how it can build a likeable relationship.

Created by BMF, the new campaign comes from the insight bills are a lifelong commitment.

The digital-focused campaign includes short clips which personify the words ‘Head’ and ‘Heels’, and ‘First’ and ‘Sight’ as they meet each other on screen.

‘Head’ and ‘Heels’ upon meeting make kissing noises to each other before forming the sentence ‘Head over heels in like.’

‘First’ and ‘sight’ do the same thing and create the sentence ‘Like at first sight.’

Out of home posters tells consumers how they can remove the negative sentiment attached to bills with BPAY.

Jen Speirs, creative director at BMF said the campaign aimed to celebrate the “absence of love” of bills in a light-hearted way.

“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’”

Ikon Communications strategist Charlie Freestone said media placement was key to bringing the campaign to life.

“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 of 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 will run across outdoor, transit, digital, pre-roll video, social and direct mail.


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