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    Five by Five and This is Flow launch ‘magical’ campaign for Australian Payments Plus

    Australian Payments Plus (AP+) has launched an integrated campaign for BPAY payment service via independent agency Five by Five Global and media agency This is Flow.

    This is Flow added AP+ to its growing roster of clients last year.

    AP+ brings together eftpos, BPAY, and NPP Australia into one organisation to shape the future of payments in Australia. The organisation is also responsible for initiatives such as PayID, PayTo, ConnectID, Osko and Beem.

    See also: This is Flow adds Australian Payments Plus to its client roster

    Aiming to resonate with a younger audience, the campaign renders the ease of the BPAY product, especially when it comes to managing bills, by drawing on relatable, everyday scenarios with a touch of magic.

    Christian Royds, senior marketing specialist at Australian Payments Plus, said: “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.”

    Matt Batten, executive creative director at Five by Five Global, explained: “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.

    “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.”

    The campaign will be rolled out across out-of-home (OOH), cinema, radio, broadcaster video on demand (BVOD), social media, and digital audio.

    “We wanted to take that feeling of getting on top of your life-admin and dial it up,” added Becky Worley, copywriter at Five by Five Global.

    Five by Five and This is Flow launch ‘magical’ campaign for Australian Payments Plus

    Melbourne Southern Cross railway station

    In December last year. Five by Five made headlines as it secured the Arubial account, a longstanding family business specialising in premium Australian wagyu beef since 1906. Arubial tasked the agency with creating a brand platform and launching a website with a content management system.

    The agency’s job included developing a brand identity that matched the premium of Arubial’s product. Following a collaborative workshop, a brand purpose was established, guiding the creative direction and resulting in the tagline “Sharing Genetic Excellence.”

    See also: Five by Five Global secures Arubial Wagyu beef account, launches new website and CMS


    Five by Five 
    Matt Batten: Executive creative director 
    Becky Worley: Copywriter 
    Sian Bedford: Designer 
    Gayle Kirkbride: Client director 
    Lois Vega: Senior account manager 
    Louise Brugman: Senior producer 

    Australian Payments Plus 
    Charissa Brooks: General manager, brand and marketing 
    Regina McCulloch: Executive manager, marketing 
    Christian Royds: Executive manager, marketing 
    Rita Phu: Brand and marketing manager

    Infinity Squared 
    Erin McBean: Executive producer 
    Jordana Johnson: Director 
    Katie Dorman: Producer 
    Kate Cornish: DOP 

    This Is Flow 
    Catherine Rushton: Chief strategy officer 
    Andrew Sarkis: Digital lead 
    Clare Rogers: Business director 
    Breagha Everett: Account manager 
    Sierra Galloway: Senior performance executive 

    The post Five by Five and This is Flow launch ‘magical’ campaign for Australian Payments Plus appeared first on Mediaweek.

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