The 2007 Usage & Attitudes Study revealed that consumers wanted to use BPAY for a broader range of payments, but they were not aware that BPAY was an option.

In response, BPAY developed the 'A to Z of Payments' concept to build familiarity with the array of organisations that offer BPAY. Slated to appear in market in July 2008, the advertising campaign's objective is to increase payment volume in new biller categories.

Underscored by the brand's subtle sense of humour first detected in the award-winning 'Why Do Things the Hard Way' concept, this campaign will utilise an innovative, multi-media approach to communicate nationally with a broad demographic of Australian bill payers.

Entitled 'BPAY. Virtually Anything', the images will highlight seemingly disparate items to create a tableau of products and services that can be paid via BPAY. These absorbing pictures will be featured in outdoor advertising, newspapers and online. Additionally, the advertising will be supported by PR activity.

For businesses that want to further drive their BPAY payments, the campaign can be tailored via statement inserts, website banners and online messages. To learn more about the campaign or to get involved, please contact your Account Manager at your bank.