Conceptualised by Nine Mile Media, Billads presents a fresh advertising approach. By reinventing the traditional restaurant bill-folder, Billads allows for advertisers to reach their target markets in a creative and interactive way.
Billads are designed for convenience, complete with pen as well as a tip and credit card recess, while the inside of the folder is available as advertising space. Billads allows potential consumers numerous opportunities to interact with a brand, specifically when the bill is presented and again when the consumer receives change or signs a credit card receipt.
The Dial Direct campaign uses humour by featuring a visual of a balding man with the caption "some things don't come back" followed by the closing line “Some do, like your money with our Bucks Back Bonus.” The Bucks Back Bonus reward gives Dial Direct customers an amount equivalent to the first year's premiums, or 25% of the total premium, paid over the four claim-free years - whichever is the lesser.
“Billads delivers a brand directly into the hands of the consumer through a nationwide network of upmarket restaurants, coffee shops and hotels. In the increasingly competitive short term insurance market, Dial Direct was looking for a novel approach to differentiate themselves from competitor products and Billads provided them with an original means of taking their campaign to market,” says Craig Segal, MD Nine Mile Media.