BPAY is almost too easy, that's the aim of the message in the latest work from BPAY. The campaign, which was created by BMF, is designed to demonstrate just how easy it is to pay bills with BPAY.

The work features a number of different executions, each with a twist on a familiar situation.

The key objective of the campaign is to drive existing BPAY customers to pay a larger proportion of their bill using BPAY and to attract new BPAY customers.

The campaign rolls out (today) October 12, across a range of media, including outdoor (billboards, super-sites and X tracks), press, and online.

Research conducted by BPAY has shown that consumers tend to pay their bills after pay day, therefore BPAY's media strategy has responded with a heavier online advertising presence on the 1st and 15th of the month.

BMF's creative director, Dylan Taylor said, "The BPAY payments campaign has traditionally been about ease.  Our challenge was to create a fresh way to depict this.  Too easy, was the answer."

CEO of BPAY, Andrew Arnott commented, "The new creative is designed to target existing and new BPAY customers prompting them to ask, "Why would I choose to pay bills any other way?"

Campaign Credits: 

Executive Creative Director: Warren Brown
Creative Director: Dylan Taylor
Art Director: JJ Winlove
Copywriter: Keith Cox
Account Management: Natalie Downes, Danielle Theodosi
Strategic Planner: Christina Aventi
Art Buyer: Leesa Murray
Photographer: Andreas Bommert
Production Company: Look
Media Agency: Ikon
Client: BPAY - Louise Genge, Rebecca Weaver