As reported in the previous issue of News & Views, BPAY's latest national advertising campaign, entitled 'Virtually Anything', ran in the media from July to September 2008.

The campaign's quirky and colourful images, featured in newspapers, magazines, on outdoor media and online, address the broad range of payments that can be made via BPAY.

In evaluating its success, one measurement is based on reaching a 'stretch' marketing target of one million payments over and above the Scheme forecast, measured over six months. Impressively, this campaign captured an additional 220,000 payments beyond the stretch target in the first three months.

Additionally, marketing research expert, TNS, conducted a post-campaign study that indicated 45 per cent of the respondents understood that the images communicated the key message of 'Virtually Anything'.

The study also demonstrated a clear call-to-action, with 27 per cent of people surveyed having used BPAY for a new payment since seeing the campaign.

Interestingly, this campaign was particularly persuasive with the youth demographic: 79 per cent of 16-17 year olds, and 77 per cent of 18?24 year olds indicated a positive response to the campaign, compared to 57 per cent of overall respondents. Also, 70 per cent of 16?17 year olds have a better opinion of BPAY after seeing the campaign, compared to 39 per cent of overall respondents.

In addition to traditional media, the images were also used by billers in statement inserts. If a Member is interested in participating in a future media campaign, please contact the BPAY marketing department at marketing@bpay.com.au.