BPAY Group promotes its new payment service Osko by BPAY with new campaign via BMF

BPAY Group has launched a new integrated campaign via BMF to introduce Australians to its new payment service Osko by BPAY.

Millions of money transfers take place every day for millions of different reasons, whether it’s for paying rent, splitting a cab or paying a mate back for picking up the bill at dinner. But how can it be, that in 2018, we often still have to wait days for the money to hit our account?

Thankfully, this is a thing of the past. Now you can enjoy fast transfers between over 60 participating banks, 24 hours a day, any day of the week in under a minute with Osko by BPAY.

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The campaign is in the process of rolling out across TV, cinema, OOH, digital, social and website, introducing Australians to Osko, a brand that does amazing little things that will make a big difference, every day.  This campaign was the work of a team of agencies, the BPAY Group marketing team and a group of 12 key marketers from participating banks.  This unique group worked collaboratively with the common goal of driving awareness and usage with a campaign that would resonate with customers across the different banks, with each offering a tailored experience to suit the needs of their customers.

Says Renee Amor, general marketing manager, BPAY Group: “The luxury of building an industry-wide brand, with ubiquitous distribution through over 60 online banking environments, is one that comes along rarely in a marketing career. Working in a collaborative fashion with representatives across the Financial Services industry has helped ensure the long-term brand and marketing strategy will resonate with our shared customer segments. This campaign is a fabulous result of a solid marketing strategy built on the simplicity of helping people move their own money, fast. I can’t wait to see where we go from here as the product continues to evolve. Open and transparent ways of working, particularly with BMF as our long-term lead brand and strategy agency, has produced the goods.”

BPAY Group worked closely with BMF as the key brand and strategy agency, IKON Media, Hotwire and Adrenalin Media to deliver this integrated campaign.

The campaign even brought on Instagram phenomenon Celeste Barber to lend her unmistakable voice to the campaign in her Facebook and Instagram stories, paying her to let Aussies know that now they can pay people in under a minute.

Says Jen Speirs, deputy executive creative director, BMF: “It’s what we didn’t need to do here that made this such an opportunity. We didn’t need to get people to sign up for another service. Or change what they’re doing. We just needed to introduce ourselves, get people to know what we’re good at – and of course, like us a lot. Enter striking design, big personality, simple messaging – oh, and Celeste Barber – and that’s exactly what we did. Hello Osko, indeed.”

Osko Senior Marketing Manager: Brittany Kury