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Intuit conducts TurboTax campaign

Tax return software company Intuit has begun a national campaign for its TurboTax product line. According to the company, this is the first Canadian-made national campaign for the product. Developed by Juniper Park TBWA, the campaign focuses on the theme of confidence, with various elements intended to address specific concerns Canadians may have about filing their taxes. The initiative promotes products including TurboTax Online, TurboTax Live Assist and Review and TurboTax Live’s Full Service. The campaign launched with a television commercial during the Canadian broadcast of Super Bowl LIV. This will be accompanied by online video, digital banner ads, public relations, social media content and customer relationship management elements. Media work is being handled by Camelot, with PR support from Citizen Relations and social media work from We Are Social.

“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,” said 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.”

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