BPAY targets young consumers with ‘time-wasting’ competition
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.
The winner will receive a Mac Book 15 inch Pro valued at $1,856, while the runner up will win an iPod Touch 32GB valued at $399.
Participants have until April 25 to enter The World’s Most Awesome Waste of Time Promotion.
It is being supported by bill posters, electronic DM and Avant Cards.
The competition website also contains information about BPAY, such as a list of over 170 financial institutions that use its service.
BMF recently launched a campaign for BPAY to highlight the ease of using the payment system.
Credits:
- Client: BPAY
- Agency: BMF
- Production company: Luscious Films
- Media: Ikon
- PR: Wrights PR
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