Short & Sweet
In their second Youth campaign. BPAY again wanted to get on the radar of a those with bill-paying days ahead of them. Many promotions ask a lot of these guys - creating minutes of footage, following a Facebook group or picking up clues across the Internet.
But BPAY is about making things easy, not hard. So we flipped convention on its head.
People could win a big cash prize by submitting just a 120-character entry into one of four categories: film synopsis, short story, love poem, or recipe. And with over 30,000 visitors, and more than 3,000 entries to the competition, Short & Sweet was definitely the mood of the moment.