BPAY launches latest instalment of ‘In Your Corner’ brand platform via BMF

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

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