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BMF wanted to tap into the 18 – 25 year-old market for its client BPAY.

To engage this audience, BPAY and the agency came up with the idea that all students love to procrastinate and essentially, waste time.

The campaign aims to highlight that when you have bills to pay, you can pay them quickly and easily online with BPAY, therefore saving you time to do whatever you want.

The challenge was to make this audience aware of the time saving benefits of making payments online with BPAY.
So BPAY is encouraging this audience to be ‘awesome’ in their time wasting with a competition held on the website www.awesometimewasting.com.au

A number of web-based films will be released to drive people to the website.

The competition asks bill payers to submit their idea of what ‘The World’s Biggest Most Awesome Waste of Time’ would be. These will then be voted on, and the winning submission will then be created.

Two of which can be seen here: http://www.youtube.com/user/BPAYAustralia#p/a/u/1/4w-IDYCqKqA

Credits:
Agency: BMF
Production company: Luscious Films
Media: IKON
PR: Wrights PR

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