BPme – Driving demand for fuel payment app

Approach

While the product was innovative, we wanted to ensure we would properly cut-through – a challenge as Australian media can be sceptical with product heavy content.

Our research shone a light on the pain points motorists feel when they need to pay for their fuel. In a fast-paced, ever hectic society this process is often an inconvenience – especially with kids in tow. The purpose of BPme was to deliver more ease, convenience and time in our lives. However, it had already been announced to market – our challenge was to find fresh ways to create buzz.

BPme: Welcome to Easy – our strategy centred on demonstrating how BPme brings ease and effortlessness to the fuelling process. Fully integrated across earned, owned and paid channels, we engaged well-known and influential personalities across sport, parenting and lifestyle to bring the proposition to life. We also formed a new, 14-week partnership with Channel 9 called Free Fuel Friday, which toured the country and heavily promoted to App.