BPAY helps you 'fall in like' with your bills in newly launched campaign via BMF and Ikon

BPY1275_Head over Heels in Like (1).jpgLike death and taxes, bills are one of the few certainties in life. We all have a lifelong commitment to bills, and with that length of relationship, we might as well make it a good one.
 
It's this key insight that unlocked the creative for BPAY's latest campaign via BMF and Ikon. Now truth be told, there's nothing about paying a bill that you're ever going to fall in love with, but with the benefits of BPAY, you might find yourself 'falling in like' with them.

Says Jen Speirs, creative director at BMF: "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'."
 
Media placement was key to bringing the 'like' story to life.

VIEW THE HEAD OVER HEELS SPOT
VIEW THE LIKE AT FIRST SITE SPOT
BPY1275_Like at first Sight (1).jpgSays Charlie Freestone, strategist, Ikon Communications: "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."
 
Says Renee Amor, general manager, marketing, BPAY: "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 goes live Australia-wide over the weekend in Outdoor, BPY1275_The Like of Your Life (1).jpgTransit, Digital, Pre-roll Video, Social and Direct Mail.

Executive Creative Director: Cam Blackley         
Creative Director: Jen Speirs
Associate Creative Director: Tim Bishop
Copywriters: Chris Berents and Millicent Malcolm
Head of Design: Lincoln Grice
Designers: Matthew Hughes and Caro Gilroy
Planning: Ali Tilling       
Managing Director: Steve McArdle
Group Account Director: Emma McJury               
Account Manager: Kim Ngo        
Agency Producer: Mandy Payne               
Production Company: Vandal                    
Art Buyer: Basir Salleh
Print Production: Karen Liddle
Digital Production: Laurence Pogue
 
Client:
BPAY General Manager, Marketing: Renee Amor
BPAY Marketing Manager: Brittany Kury
BPAY Marketing Co-ordinator: Sarah Westbrook
BPAY Digital Marketing Manager: Leigh McLaren
 
Media:
Ikon Media Strategist: Charlie Freestone
Ikon Media Strategist: Phil Pickering
Ikon Amplification and Trading Manager: Elias Lattouf
Ikon Amplification and Trading Executive: Natasha Young
 
PR:
Hotwire Program Director: Eleanor Sampson

5 Comments

why said:

A lot of credits for a tiny animated spots.

john said:

Shit strategy, the only person to ever like a bill is the one who's getting paid.

Ad critic said:

Even the Agency MD is on the credits.

Ridiculous

Someone nice said:

I like it. Well done.

Dan O said:

It's a lovely headline. Saw the metro light 3 times today and admired it. But had no idea what it was about.

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