How BPAY plans to market to millennials

BPAY teams up with Hamish & Andy for a podcast campaign

The need to introduce BPAY to a younger audience has led its marketing team to a podcast and a social media campaign.

While BPAY has been around for years and is well known and understood by the older generations, research BPAY recently undertook via Millward Brown showed younger generations, specifically those aged between 25-34, didn’t use the platform as much as their older counterparts.

The electronic payments system enjoys a unique position. Established more than 20 years ago, BPAY has partnerships with more than 160 banks and has 98 per cent brand awareness.

But being the preferred way to pay bills in Australia is a double-edged sword, because, well, bills – and no one wants to think, let alone talk, about bills.

It is also somewhat hampered by the fact the business is more B2B than B2C. While consumers are aware of BPAY, it is implemented via financial institutions, and the company works with these institutions to not only market the product, but to shape the product depending on the needs of the banks.

Last year, the group also launched the instant payments platform, Osko.

“We’re talking about bills here,” Renee Amor, group general manager of marketing at BPAY Group told CMO.

“It is not the most fun of categories, and how to make marketing exciting around this is not everyone’s first option. We can’t overreach, but we can talk about it in the right language, and by keeping it simple, and humorous.

“Having 98 per cent brand awareness makes the marketer’s job a lot easier. So what we look at doing, continuously, is to maintain the brand, and find opportunities and segments where we can improve.”

Last year, in conjunction with Millward Brown, BPAY implemented a weekly brand tracker standard, and brand measurements, to look at where it could improve and grow.

“While working with financial institutions is great, we are responsible for sharing where the areas to improve are with them. We found 25-34 year olds are relatively new to understanding how to pay bills, so we are ensuring we help educate these people,” Amor said.

“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 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.

“We know they are aware of BPAY, but they may not know why it’s the best method to help pay their bills. It’s also getting more cluttered in terms of payment methods in the ecosystem, so we have the opportunity have a bit of fun to differentiate ourselves in this cluttered market.”

Having a bit of fun led BPAY to a natural fit with well-know radio duo, Hamish and Andy. BPAY has teamed up to create a podcast through PodcastOne in their latest campaign to let Aussies know why they are Australia’s preferred way to pay bills. 

“Hamish and Andy are talking to the same customers we are trying to talk to, and they are funny, so it’s a perfect fit with our brand, which has always had humour behind it.

“We are going to amplify this campaign through our financial institution members, alongside a competition, and with education materials.”

The four-week partnership includes BPAY’s Bill of Fortune competition, which ran in mid May. The campaign will be supported on radio, social, YouTube, Gmail and PR.

“We have our own media campaign behind this, using social mainly, which fits perfectly with our target audience. Hamish and Andy also receive one million listeners a month as it is, so the partnership with them and Southern Cross, while amplified through financial institutions, is directly to customers as well,” she told CMO.

“To measure success, we’ll be looking at traditional media metrics, as well as weekly brand health.

“This is our latest campaign, but, really, we don’t really ever stop marketing, because there’s a lot of marketing that comes out of financial institutions, which originates with us.

“BPAY provides a level of consistency across the banks, we work with them to build on top of our base level product to appeal to the different types of customer experience (CX) their particular customer sets may prefer.

“So in this way, BPAY is already looking at how our product can be tailored in different ways, so rather than working directly with customers, we work with the institutions who will then improve the CX from their end.

“What this end up looking like depends on the situation and the bank, but the beauty of it is, it’s already 100 per cent online, so it’s already positioned for an on-demand generation. It’s also mobile friendly, often enabled in just one click - depending on the bank – and we are in the process of product optimisation and finding new ways to help financial institutions to move that forward.

“We are lucky, this all happens in a very collaborative way, it’s a very unique organisation that way. Of course, the security around it and the confidentiality and keeping the customers’ data secure is paramount.”

Last year, BPAY Group launched Osko. The overall brand strategy is to position Osko by BPAY as “a new way for Australians to pay” with the core brand attributes ‘faster, universal, 24/7 payments’.

As Osko launched with only Osko payments, the brand needed to be established to drive not only initial use of Osko Payments, but for adoption of the future services as they roll out. There is also a need to provide education on the functionality of each service and benefits for both end users and the payments industry, and staff of financial institutions.

“We launched it October last year, so we are monitoring that as well, and it’s growing. Around 60 banks are on board so far. This was a four-year product development, across multiple financial institutions. It was a phenomenal process to be involved in, and we learned a lot.”

As for BPAY, consumers will see more brand activity in the coming six months.

“We want to make sure people understand it’s the preferred way to pay bills no matter what bank you are with, and this is actually unique to us in Australia.

“It’s about maintaining position, and not forgetting some young people haven’t had the education the older generations have had around finances. We are very conscious of not forgetting new generations need to understand BPAY and where it fits in their lives.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in