Payment app Beem It highlights ‘adulting’ fails in new campaign

Beem It has launched a new social-led marketing campaign, introducing its new bill payment functionality and ‘Adulting Made Easy’ positioning.

The light-hearted campaign centres around the new feature of the Beem It app to pay bills with BPAY, and shows off how the app can make paying bills simple when going through the trials and difficulties of  ‘adulting’.

Situations shown to be made easier with Beem It include killing plants with love, carrying too much shopping on a bus to save money, and avoiding doing chores.

The campaign planning and execution has been managed by full-service agency Bohemia, and shows how using BPAY on Beem It is one less fumble you need to make while ‘adulting’.

Beem It head of operations, Jason Backhouse, said the campaign came off the back of research into bill payments and what people wanted with functionality on the app.

“From our research into bill payments, we noticed that people were really seeking reassurance that they were getting things right. When it came to paying bills, they wanted greater transparency and ease,” he said.

“This insight was integral in shaping the product, and later in developing the campaign based on ease and trust.”

The campaign is rolling out across Facebook, Instagram, Snapchat, TikTok and being supported by display media.

Beem It’s creative account was awarded to The Core Agency in 2019, however the ‘Adulting Made Easy’ campaign was done in-house.


Campaign Lead: Carmel Johan
Senior Graphic & Digital Designer: Lucinda Dryden
BPAY Marketing Team


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