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

Creative 39 Add to collection

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

BPAY Launches Latest Instalment of ‘In Your Corner’ Brand Platform
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.
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Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Director: Pia Chaudhuri

Art Director: Jane Tjokrowidjaja and Leila Cranswick

Copywriter: Lisa Down

Chief Strategy Officer: Christina Aventi

Planning Director: Sarah Hood

Chief Executive Officer: Stephen McCardle

Managing Director: Paul Coles

Senior Account Manager: Adam Reeves

Account Executive: Johnson Liu

Head of TV: Jenny Lee-Archer

Agency Producer: Claire Seffrin

Director: Craig Rasmus

Production Company: Rabbit

Executive Producers: Alex Hay and Lucas Jenner

Producer: Morgan Hind

Post Production: Adam Wills Edit

Sound Production: Otis Studios

DOP: Kieran Fowler


General Manager Marketing and Communication: Renee Amor

Senior Brand and Marketing Manager: Brittany Kury

Brand Campaign Managers: Emily Vella and Rita Phu

PR and Communication Managers: Dung Nguyen and Jeffrey Coote

Genres: Comedy

Categories: Finance, Fintech

BMF, Tue, 20 Apr 2021 03:18:37 GMT