Australian Payments Plus (AP+) has launched a new integrated campaign to drive awareness of BPAY among younger audiences and communicate benefits to existing customers.

Created by independent agency Five by Five Global, the campaign utilises everyday predicaments and a touch of magic to illustrate the ease with which BPAY can help people stay in control of their bills.

Five by Five Global Executive Creative Director, Matt Batten, said: "We all have a little bit of magic in our pockets. Our ubiquitous and essential phones enable us to do so much and solve those niggling life problems with just a tap or two. So the campaign extends the magic of BPAY from paying your bills to sorting out whatever else you’ve got going on with a dash of wishful thinking."

Five by Five Global Copywriter, Becky Worley, said: "Organising, paying and generally staying on top of your bills is something we’d all like to be simpler. Especially when you’re already juggling work, life, and deciding what to cook for dinner. BPAY can help by making it easy to pay and schedule your bills in your online banking. We wanted to take that feeling of getting on top of your life-admin and dial it up."

The work will roll out across various channels including Out of Home (OOH), cinema, radio, Broadcast Video on Demand (BVOD), social and digital audio channels.

"We are thrilled to launch our latest campaign, demonstrating how BPAY can help Australians schedule and pay their bills in the security of their online banking. This campaign reinforces how simple BPAY is, and how being able to do all that from your phone gives you ultimate control," said Christian Royds at Australian Payments Plus.