THE WORLD'S BIGGEST MOST AWESOME WASTE OF TIME by BMF Sydney for Bpay

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THE WORLD'S BIGGEST MOST AWESOME WASTE OF TIME

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Industry Banking & Financial Services
Media Direct marketing
Market Australia
Agency BMF Sydney
Executive Creative Director Dylan Taylor-Cd Direct
Art Director Corinne Goode
Copywriter Philip Sicklinger
Released March 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: BPAY
Product/Service: BANKING
Agency: BMF
Date of First Appearance: Mar 2 2010
Entrant Company: BMF, Sydney, AUSTRALIA
Entry URL: http://www.entriesforawards.com.au/bpay/awesomewasteoftime/
Executive Creative Director: Dylan Taylor (BMF)
Copywriter: Philip Sicklinger (BMF)
Art Director: Corinne Goode (BMF)
Planner: Christina Aventi (BMF)
Account Director: Nathalie Downes (BMF)
Account Manager: Lindsay Barnes (BMF)
Group Account Director: Patrick Cahill (BMF)
Account Executive: Daniel Richardson (BMF)
Interactive Producer: Lester Martinez (BMF)
Interactive Designer: Jackie-Lee Brayley (BMF)
Interactive Designer: Matthw Hughes (BMF)
Flash Developer: Ed Stuckey (BMF)
Head of Flash Development: Martin Holley (BMF)
Agency Producer: Whitney Hawthorn (BMF)
Production Company: (Lusious Films)
Media placement: Avant Cards - University Cafés - 2nd March 2010
Media placement: Bill Posters - Street - 2nd March 2010
Media placement: Online - Youtube, Microsite - 2nd March 2010
Media placement: Print - University Magazines - 2nd March 2010

Describe the brief/objective of the direct campaign.
Our target audience was anyone in Australia aged between 18 - 25 years old.

We had two problems to solve. One was that bill payments were the last thing that this target audience wanted to be spoken to about. The second was there was a preconceived notion that paying your bills online was difficult and time consuming.

Our objective was to get BPAY on the radar of this target audience (very few people we even aware the brand existed) and to drive people to the website to get them to learn about how to pay bills with BPAY.

The cost of the BPAY Awesome Waste of Time campaign was AU $250,000. With this money we managed to create online videos, bill posters, ambient marketing at universities and a microsite to drive people to.

The cost of the BPAY Awesome Waste of Time campaign was AU $250,000. With this money we managed to create online videos, bill posters, ambient marketing at universities and a microsite to drive people to.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to create the World’s Biggest Most Awesome Waste of Time competition and let our target market know if you want to waste time, do it in the most awesome way possible – not waiting around to pay bills.

The desired outcome was for people to visit the website, interact with the brand and then use BPAY as their preferred bill payment method.

By using viral marketing we hoped to best use our limited budget to reach as many people as possible.

Explain why the creative execution was relevant to the product or service.
Since our audience spends more time online than watching TV, we invited them to take part in the competition via youtube videos we seeded on blogs that showed awesome time wasting. We also created print ads, posters, special mail and a fun website with time wasting games. This allowed the brand to step away from its boring financial image and showed they understood the unbridled celebration of wasting time in your youth.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
* The online videos were viewed a total of 280,232 times.

* From these videos, 47% interacted further with brand.

* Hits to the website exceeded expectations by 477%.

With this small budget we managed to increase BPAY usage amongst 18 - 25 year olds Australia wide by a huge 9%.