BPAY Group, provider of Australia's leading bill
payments scheme, BPAY, has announced it is working with of a suite of
Australian agencies tasked with supporting its latest market innovation,
Osko by BPAY.
BPAY Group is working with BMF for advertising, Hotwire for public
relations, Maud for brand design, Ikon Communications for media buying,
and The Leading Edge for market research as the company prepares for the
go-live of Osko by BPAY, the first overlay service on the New Payments
Platform (NPP), in October 2017.
BPAY will be bringing Osko by BPAY to the majority of financial
institutions that operate in Australia, providing a faster, easier, more
convenient, data-rich, peer-to-peer payment service. To effectively
introduce the service, which is expected to be adopted by millions of
Australians, BPAY Group looked to a wide variety of agencies to unify
its branding, design, messaging and communications strategy for Osko by
The Leading Edge has undertaken extensive research on
behalf of BPAY Group to tap into user sentiment on the service, while
design and branding efforts for Osko will be led by Maud and BMF.
Hotwire and Ikon Communications will spearhead the media engagement
Says John Banfield, Group CEO at BPAY Group: "Having
such a varied and experienced group of Australian agencies working with
us to introduce Osko by BPAY to the Australian market is very exciting.
want to communicate Osko by BPAY creatively and effectively to all the
banks and financial institutions that will be offering the service, and
ultimately to end-consumers. With such a great bank of agency experience
alongside us, we are well-positioned to tell the story of this exciting
innovation in payments."
Says Renee Amor, general manager,
marketing and communication at BPAY Group agreed, saying that the
support of specialist agencies will be key in the targeted communication
needed to support the new service.
Says Amor: "Telling one clear
story about the brand, how it will change the way Australians move
money, and how people can use it through their digital banking channels
will be vital in helping the financial institutions educate their
customers. We are thrilled to have such experienced teams behind us to
communicate Osko by BPAY both visually and through great stories and
Further details regarding Osko by BPAY will be released later this year.