BPAY targets young consumers with ‘time-wasting’ competition

Tim Burrowes

March 9, 2010 4:22

BPAY has launched a competition asking consumers to submit their ideas for “the world’s biggest most awesome waste of time”.

The campaign is being aimed at 18-25 year olds to encourage them to use the BPAY service when paying multiple bills.

The strategy has come from the insight that all students love to procrastinate and waste time. The campaign highlights that when a person has bills to pay, they can pay them quickly and easily online with BPAY, therefore saving them time to do whatever else they want.

Created by BMF, the payment service asks people to be “awesome” with their time wasting ideas, submitting them to a website, with the public voting on the winning submission. It will then be shot within a budget of $10,000.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.