BPAY View launches a new campaign with the help of a human letterbox via BMF Sydney
Australia’s most popular payment service BPAY has launched a new advertising campaign today to support its electronic bill presentment service BPAY View. The campaign created by BMF integrates TV, print and outdoor advertising and was designed to raise awareness of BPAY View amongst the Australian public.
Whilst research by BPAY shows that 92% of Australians are already familiar with the BPAY brand, understanding of the nuances of the BPAY View product in contrast is relatively low. Therefore, the key campaign objective was to highlight the service’s value proposition, encourage trial and hopefully subsequent conversion, as the research also suggests, once familiar with the service customer’s satisfaction was incredibly high, with 88% of users saying it met or exceeded their expectations.
Using the tagline, “your letterbox may never see another bill”, the creative execution suggests that the traditional mailbox may soon be redundant or used solely for fielding junk mail as BPAY View is set to become consumers’ one stop shop to receive, store and pay bills.
Playing on the insight that many people find staying in control of their bills a chore and even a source of anxiety, the ad brings to the forefront the BPAY View offering and showcases the sheer ease of use and functionality within their online banking platform. To help convey this to the consumer in a quirky, yet informative fashion, the humble letterbox is personified by a visually striking character. Through the character’s lament about feeling superseded, the advert gently underlines how efficient electronic bills are at allowing consumers to stay on top of their bill paying.
Says Keith Brown, general manager business services, BPAY: “We are extremely excited to be launching this new campaign for BPAY View and highlight to the Australian public the benefits that the service offers them. BPAY View is the modern, secure and convenient way to manage your bills at your internet bank making the bill paying process as simple as possible. With over 80 billers offering BPAY View and a further 50 expected to join by mid 2014, we’re proud to be offering Australia by far and away the most comprehensive bill presentment service in the market.”
The BPAY View campaign will run from mid September to mid November.
Creative Agency: BMF
Media Agency: IKON
PR Agency: Frank PR
4 Comments
Clean, simple, good.
I smiled. The guy who played the letter box is particularly good.
For an ad which wraps some entertainment value around a solid core of bullet points from the brief, this does it very well.
Really a nice ad and use of letter box is such a unique concept. I like the way that person expressions comes out. It’s really a nice pop up banner. It reveals its message with simple, clean and attractive way. It attracts customers easily and makes them feel the utility of your product. It’s really a nice work done by the creative team.
is that Barry Otto???