For the first time, TurboTax is introducing two campaigns during tax season to reach both English and Spanish audiences.
The campaign will run across broadcast, radio, digital and social media.
Created in partnership with Wieden+Kennedy and multicultural agency Gallegos United, the “There’s Nothing To Be Afraid Of” creative addresses the fear of the unknown that stands in the way of people doing their own taxes.
The message raises awareness for TurboTax Live, a new service providing on-demand CPAs and EAs who are available to review, sign and file a tax return.
TV ads like "Closet" and "Noise in the Attic" show things people are inherently afraid of, by playfully showing they really aren’t that scary after all. Have a look here.
Campaign ads will appear across "high impact" buys including sports, entertainment and culturally relevant moments, like the Grammys. Radio will be directed solely through digital, including Pandora and Spotify.
There will also be cinema buys before new horror movie releases and six-second horror movie "binge playlists" that are part of a sequential targeting effort on online sites such as Hulu. And there will be social media support with gifs and cinemagraphs.
Meanwhile, the “Hey, At Least Your Taxes Are Free” serves a more light-hearted message by reminding people they can file their taxes for no cost.
“We have been on a multi-year mission to dispel fear and uncertainty that causes people to doubt they can prepare their own tax return,” stated Greg Johnson, senior vice president of marketing for Intuit’s TurboTax business. “That’s why this year we are out with multiple campaigns highlighting different products and offerings that reach Americans at a variety of life stages and tax complexities.”
TurboTax is a major advertiser during tax season, having spent $135.22 million on measured media during the first six months of 2017, according to Kantar Media. That was in line with the $130.73 million the firm spent in the prior year period. The company spent a mere $1 million during the six month “off-season” in 2016 for a full-year expenditure total of $131.85 million.