Turbo Tax Taps Devine To 'Beat' Competitors, Draw Zillennials

TurboTax is pushing its accessibility and reasonable pricing in "Beat Your Price,"developed by its creative agency of record, R/GA.

The agency partnered with actor-comedian Adam Devine, who sings in the new ad to relay its message to younger demos. The spot encourages people to “break up” with their previous tax planning and give Turbo Tax a try. “It’s a tax break…up.”

The work runs across linear, radio, streaming, and digital channels. The ad will be featured in the American Music Awards, "SNL" season opener, Sunday and Monday Night Football, College Football, NFL and MLB playoffs. It ends on Dec. 20.

The TurboTax "Beat Your Price" campaign is targeted at prior-year assisted tax filers dissatisfied with their current assisted tax prep.

advertisement

advertisement

"Our research shows that this is the time of year, typically after extension filing and before the holidays, that tax filers who used a tax pro last year begin to consider switching. We are launching this campaign now, to make sure filers know there is an affordable and incredible full service tax filing offer, with tremendous experts, available to them at TurboTax," said Trevor Kelley, VP marketing, consumer Group at TurboTax, told Agency Daily.

Kelley is also concerned with reaching a Zillenial audience, which clicks with Devine.

"As a generation that has delegation in their DNA, having a modern, convenient solution like our full-service product, where customers can connect with a tax expert on their terms and on their time, is a perfect match," he said.

Those who switch to Turbo Tax Full Service before Dec. 20 and file their 2024 taxes by April 1, 2025 are guaranteed a minimum 10% reduction in the fees they paid their licensed tax preparer last tax season.

Next story loading loading..