3 months ago
Intuit TurboTax has launched its first Canadian-made national integrated campaign built on the insight that regardless of their knowledge and comfort level when it comes to filing taxes, Canadians worry they may not be getting their best tax outcome. Many Canadians don’t feel confident about their taxes; especially those who don’t have an accountant or financial background. Each of the campaign's elements addresses these worries and shows how TurboTax’s full-spectrum offering gives Canadians a range of solutions, each solving for the ability of Canadians to file confidently.
The campaign looks to reinforce TurboTax’s vision of financial freedom for everyone and raise awareness of its expanding services. In addition to TurboTax Online, it’s most popular DIY tax filing software the brand is known for, TurboTax Live Assist and Review provides Canadians with on-demand, real-time advice from human tax experts while they do their taxes, including a final review before they file. Intuit also offers TurboTax Live’s Full Service offering, where you give Intuit your information and their experts prepare the return for you.
“The main goal of this year’s campaign is to change consumer perceptions of TurboTax here in Canada by showing them how our offering has evolved far beyond our DIY reputation”, says Terry Yakimchick, director of marketing and analytics at Intuit TurboTax. “We’re proud of the work we’ve done to make sure we can offer truly tailored and scalable support for Canadians, and this campaign is all about demonstrating how that comes to life through real experts when using our assisted offering, TurboTax Live.”
The campaign started with feedback from actual TurboTax customers in a panel discussion, where consumers outlined how finances impact their lives every day, with a focus on the stress this can bring at tax time. Through candid conversation, the team determined that for many Canadians, their tax refund is the biggest pay cheque of the year which presents a real fear about making a mistake they can’t afford when they file.
This realisation is what fuelled the creative concept behind the master campaign and TV spot, visually demonstrating that with TurboTax Live, access to expert support to ensure your tax return is done right is possible for all Canadians. The master campaign works to show that TurboTax has evolved to solve the need of today’s consumer to get their taxes done with confidence, and is inclusive of TV, OLV, digital banners, PR, social assets and CRM.
“Intuit’s broader brand vision is financial freedom for everyone, so we sought to develop a campaign that empowered Canadians who up until now have felt very uncertain and alone when it comes to their taxes.” says Neil Walker-Wells, group creative director at Juniper Park\TBWA. “We felt the airplane scene served to connect with and celebrate our customer, hard-working people who need to be smart with their money, and may have previously felt that they can’t afford expert help.”
The campaign is Juniper Park\TBWA’s first assignment for the brand since they announced their partnership in August. Media for the campaign is handled by Camelot, PR by Citizen Relations and social by We Are Social.Juniper Park\TBWA, 3 months ago