TurboTax has partnered with its lead agency R/GA to launch its new “Now This is Taxes” campaign, aimed at highlighting the convenience of filing taxes on its new mobile app.
“Now This is Taxes” launches with six commercials that showcase the company's mobile AI-driven technology, two of which have been released on YouTube so far.
TurboTax claims that these tools enable tax filers to connect with a qualified expert and finish the process in as little as two hours.
View this post on Instagram
The advertisements emphasize aspects like user-friendliness, quickness, great customer experience, and a set price for its full-service offering.
“Conveying a story through a product can be challenging,” stated Trevor Kelley, Intuit’s VP of consumer marketing, in an interview with ADWEEK.
However, he feels the outcome, influenced by R/GA’s collaborations with Apple in product marketing, created a campaign that merges functionality with intention.
Targeting a Younger Audience
TurboTax is in its second tax season of partnering with R/GA.
The agency has aided the company in adopting a novel perspective on a typically dull topic, rolling out promotions like an R&B spot featuring "Workaholics" star Adam DeVine and the 2024 Super Bowl campaign, “Make Your Moves Count,” with actress and comedian Quinta Brunson.
As Turbotax encounters heightened competition from competitors like H&R Block and TaxSlayer, these more playful creative ventures precede a 2025 strategy for the brand to embed itself further into pop culture moments.
The objective? To engage younger audiences and attract what Kelley refers to as “low complexity” filers.
“Seeing positive metrics within Gen Z would be a fantastic result” of the campaign, Kelley noted, highlighting the chance to cultivate loyalty among young individuals establishing their filing practices for the future.
A varied media strategy will bolster this ambition, with the brand already debuting one of the commercials for the campaign during Netflix’s NFL Christmas games.
The campaign will stretch through 2025, appearing at significant events such as the Oscars, the Grammys, and Netflix’s WWE Raw premiere.
TikTok and Snapchat will also play a crucial role in the media mix, while funds will also be allocated to audio and podcasts, along with local search efforts.
“Mass media will persist in being a component of our approach and how we connect with consumers," Kelley remarked.
“However, we're also exploring alternative marketing strategies, so we’ve started to focus on how customers determine their choice of a filing solution. Many are now doing this via more direct avenues.”
Meanwhile, DesignRush compiled the five best U.S. states where digital businesses can get the most advantage once the proposed corporate tax reform is enacted.
