You don’t always get the timing right. And when you don’t, the result can be so very humorous. Or so very not.

That simple truth about life is the foundation of BMF’s campaign for BPAYU’s Scheduler, that helps people manage their payments to avoid those awkward late payment letters (and fees).

Because everyone has a different way of managing their finances, Scheduler gives people the option of choosing to pay now or scheduling to pay closer to the due date, without relying on memory.

Christina Aventi, BMF executive planning director noted, “The notion of ‘perfect timing’ is not just a fun thing for BPAY Scheduler to attach itself too but meaningful and entirely true to what the feature delivers. People don’t want to think about bills but this campaign makes them take notice and offers some levity in a world of grudge.”

So BMF’s message, “You can’t perfectly time everything. But you can perfectly time your bills,” has been translated into an outdoor, print and digital campaign that is running nationally.

Warren Brown, BMF creative founder explained, “When it comes to the timing of events that shape our lives, we’re all usually less than perfect. This led us to discover a creative way to get noticed and ensure the message from BPAY was understood. After all we don’t like paying bills too early, or too late, incurring late payment fees, but given the opportunity to pay them bang on time and the peace of mind that would give you, made the idea of scheduling your bill payments with BPAY an absolute godsend.”

Louise Genge, BPAY head of marketing added, “We wanted to remind people how easy and relevant BPAY is and to what extent it can actually help manage payments. The campaign delivers the message of perfectly timing your bills in a noticeable, relevant and humourous way.”

Creative credits:

Creative founder: Warren Brown

Art directors: Warren Brown & Helen King

Copywriters: Warren Brown & Alex Bolderoff

Executive planning director: Christina Aventi

Strategic planner: Sarah Hood

Managing director: Steve McArdle

Account directors: Enda Kelly & Claire Thompson

Senior account manager: Chris Hill

Project manager: Lisa Houatchanthara

Print producers: Karen Liddel, Jane Gower

Art buyer: Basir Salleh