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BPAY Launches Latest Instalment of ‘In Your Corner’ Brand Platform

Creative

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Campaign brings to life unpleasant scenarios when ‘debit day’ arrives, and how you can avoid them

Most people don’t think about their bills, until they encounter an unexpected debit, which can really ruin the moment. BPAY’s new brand campaign ‘Debit Day’, developed by BMF, reminds Aussies how they can be in control of their bills.

The campaign is the latest instalment of the ‘In Your Corner’ brand platform. BPAY’s platform gives you the ability to schedule, set recurring or one-click payments and choose which account to pay them from, making your bills work for you and not the other way around.

Says Pia Chaudhuri, group creative director, BMF: “When it comes to bills, many of us are guilty of ‘set and forget’. So, when that pesky water bill sneaks up on you mid-bath, it can really ruin the moment. It’s the unexpectedness of these debit moments that allowed us to show how getting on top of your bills with BPAY can prevent them from killing your vibe. This campaign also allowed us to demonstrate the flexibility of the ‘In Your Corner’ brand platform – lending itself to a bit of levity this time around.”

Says Renee Amor, general manager marketing and communication, BPAY Group: “BPAY gives our customers real control over their payments. We are confident that the brand campaign will continue to drive positive growth of BPAY payments. Not only will it reinforce more convenience for our customers, but more importantly, give them more autonomy over the management of their finances. Ultimately, providing a better, more user-centric way to pay bills.”

The campaign includes TV, radio and social and will run nationally until the end of July.