Research conducted by TNS examined the behaviour and sentiment of Australian bill payers to ensure the campaign messages resonated with consumers in the current economic climate. The findings showed that the key indicators of ease, convenience and security were strongly associated with BPAY, reaffirming BPAY's campaign strategy. The current media strategy was also tested, confirming that targeting the 1st and 15th was most effective as this is the time when people are thinking about paying bills, due to the alignment between paying bills and pay day.

BPAY has chosen a multimedia approach for the campaign: Outdoor, press and online advertising. For the first time, mobile phone advertising will also be used, as there are an increasing number of financial institutions beginning to offer consumers the ability to use BPAY through mobile banking. The campaign will have an increased presence online with research revealing that 81 per cent of the Australian bill paying population considers the internet a useful or extremely useful source of information in providing financial management information.

As always, BPAY encourages all Billers to participate in the campaign and offers a number of support options including tailored statement inserts, banners and messages on Internet Banking websites, IVR and ATM messages as well as staff promotions. For further information on how you can get involved in this campaign, please contact your Account Manager or the BPAY Marketing Department at marketing@bpay.com.au.