Bpay DM ALMOST TOO EASY by BMF Australia

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Industry Online Financial Service
Media Direct marketing
Market Australia
Agency BMF Australia
Art Director Jj Winlove
Copywriter Keith Cox
Photographer Andreas Bommert
Strategic Planner Christina Aventi
Released October 2009

Credits & Description

Category: Financial Products & Services
Advertiser: BPAY
Agency: BMF
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: BMF, Sydney, AUSTRALIA
Executive Creative Director/Dm: Dylan Taylor (BMF)
Art Director: Jj Winlove (BMF)
Copywriter: Keith Cox (BMF)
Account Director: Natalie Downes (BMF)
Art Buyer: Leesa Murray (BMF)
Account Manager: Danielle Theodosi (BMF)
Strategic Planner: Christina Aventi (BMF)
Photographer: Andreas Bommert (The Look)
Media placement: Supersites - Outdoor Sites - 12 October 2009
Media placement: Billboards - Train Stations, Roadsides - 12 October 2009
Media placement: Press - Metropolitan Newspapers (Sydney, Melbourne, Brisbane) - 15 November 2009
Media placement: Online - Websites - 18 OCtober 2009

Describe the brief/objective of the direct campaign.
Was the target audience drawn from existing customers, or new customers? Our target audience was all bill payers across Australia. The aim was to increase payment volumes by 700,000 over their 6 month forecast period. What was the strategy of the campaign ? - The aim of the campaign was to let people know that they could exercise more control over their finances with BPAY. - It is easier to control than direct debit (which you may forget about). - It is more widely accepted than Paypal. - It is far more convenient than queuing in a bank or post office.

Explain why the creative execution was relevant to the product or service.
Simple, clear and concise. Each execution demonstrates how something is almost too easy – which is a simple visual metaphor for ease of paying with BPAY. Describe why it is most appropriate to the brand. - Bill paying is without doubt a highly dull and boring activity. BPAY has had a history of producing quirky, interesting communications to draw attention to this seldom-loved activity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to make paying by BPAY seem so simple that it was almost too easy. We did this by depicting scenarios that needed little or no effort to achieve. Our call to action had to be as simple and easy to understand as the concept. The BPAY symbol is present on every bill customers receive that has BPAY as a payment method. Therefore, by incorporating the tag line with the BPAY symbol this formed our very clear call to action. The same type of call to action, that in the traditional sense is a phone number or a website. Pay it with BPAY.

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.
After just four weeks in the market, in the middle of a consumer tightening on spending and two interest rate rises, there was a significant uplift in the utilisation of BPAY. The individual number of payments in October rose to an extraordinary 23,184,800 – beating the BPAY forecast for that month by 259,000 payments and making it the highest recorded October usage in the 12-year history of BPAY.