BPAY Group has teamed up with the Hamish & Andy podcast through PodcastOne in its latest campaign via BMF Sydney to let Aussies know why they BPAY is Australia’s preferred way to pay bills.
BPAY Group wants millennials aged 25 – 34 to know that paying bills can be easy and done securely using BPAY.
BPAY has high awareness at 98% across all age groups (RFi research), although BPAY Group’s research shows that those aged 25 – 34 years are less likely to use BPAY compared to other age groups. This insight led to the partnership with the Hamish & Andy podcast on PodcastOne.
Says Renee Amor, GM Marketing at BPAY Group: “As Aussie icons, we chose Hamish and Andy as we saw alignment with our brand, an Australian icon, and the podcast partnership provides us with a new way to reach this audience group.
“When BPAY launched over 20 years ago, we implemented an education campaign to explain how BPAY made paying bills easier via banks. These young adults would have been too young at the time to be paying bills and so it’s not surprising that it’s their parents whom are more likely to be using BPAY.
“Now they’re well into adulthood, moved out and are taking care of their own bills. We want to make sure BPAY continues to be trusted and used among this age group.”
The campaign aims to keep BPAY on the radar of these millennials and grow consideration in order to remain their preferred way to pay bills.
The 4-week partnership also includes BPAY’s Bill of Fortune competition, which will run from 6 – 24 May 2019. The competition requires entrants to enter their BPAY payment details from a current bill for a chance to win a share of $20,000 towards paying their bills.
The campaign will be supported on radio, social, YouTube, Gmail and PR.
Senior Marketing Manager: Brittany Kury
Marketing Manager: Sarah Westbrook
Marketing Coordinator: Emily Vella
Creative agency: BMF
Media agency: Ikon