BMF makes BPAY ‘Short & Sweet’ for Gen Y

On Monday, 28 February, BPAY, via agency BMF Sydney, will launch its latest youth-targeted integrated campaign. Titled “Short & Sweet”, the competition aims to raise brand awareness, as well as encourage user-generated content using 120 characters or less.

The “Short & Sweet” campaign is a fun expression of BPAY’s core benefit – reducing the laborious process of paying bills into something much shorter. People can win a big cash prize by submitting their own short and sweet entry into one of four categories: film synopsis, short story, love poem, or recipe. And the shorter entry length means people can also respond via Twitter, SMS or online.

Says BMF associate creative director Tim Wood: “Many promotions ask a lot of the audience – creating minutes of footage, following a Facebook group or picking up clues across the Internet. We stripped it back and made it really easy for people to enter. It’s great to be able to produce a campaign that truly plays on a brand benefit, and to do it in a fun way.”

The campaign is supported with print, and on-campus activities at key universities. But the majority of the “Short & Sweet” campaign lives online, supported by its own website. Social media is also a key element of the campaign, with banners on blogs and Facebook, as well as inviting people to vote for their favourites by sharing or ‘Liking’ an entry.

Says BPAY CEO Andrew Arnott: “We know from our own research that among young people there remains a heavy reliance on traditional payment methods like queuing at the post office to pay bills. BPAY takes the arduous task of paying those bills and makes it a short and sweet online process. It made sense to create a campaign that does the same. It’s as quick to enter as it is to make an online payment via BPAY,” he said.

BPAY’s “Short & Sweet” competition closes on Sunday, 10 April.

Credits: BMF

Media: IKON