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

Like 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.

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Says 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, Transit, Digital, Pre-roll Video, Social and Direct Mail.

Executive Creative Director: Cam Blackley         

Hotwire Program Director: Eleanor Sampson