Brand Background

Conversations around money can be awkward at the best of times. And when it comes to group social situations, it can be easy to lose track of shared spending. The Beem It app solution was to change the way we use—and talk about—money. Launched in 2017, millions of Australians have since downloaded the peer-to-peer money transfer app, and use it to pay and get paid what they’re owed.

2021

Responsibilities: Ideation · Illustration · Animation
Marketing: Carmel Johan
Engineering: Drew Cunning

Case Study: BPAY Campaign Case

With the addition of BPAY functionality to the Beem It payments app, we launched a collaborative digital campaign & competition creating awareness of the partnership between Beem It and BPAY, and the new feature. 

Other Case Studies

The Beem It Brand
Stickers
Onboarding
Branded Swag

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Needing to be brand agnostic, we used an aesthetic and colour palette distinct from both the BPAY and Beem It brands.

 

The competition was launched across multiple channels, including within our app.

 
 
 
 

Our research established that people are reluctant to change methods once they’ve been set up, so the BPAY bill-paying feature was launched as a long-term play, capturing those moving into a few key life stages and firsts that we had identified: moving out, living on alone & moving in with a partner.

So we aimed the campaign at gen z and younger millennials, targeting them both before & just around those key life stages—when they would be establishing life admin rituals.

One of the core concepts of the Beem It brand is ‘we get you, so we’ve got you’.

Our premise for this campaign was that when it comes to adulating, you learn on the job—through making mistakes, and we’ve all been there.

 
 

We conducted a workshop drawing out the myriad of adulting fails that everyone has experienced as part of coming of age, and we leant into this space with three animations illustrating adulting fails.

With a constant test and learn objective, we produced two creatives to see how each channel might respond.