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TurboTax Encourages Canadians to Take a Much-Needed Tax Break

2/22/2022

Work

Turbo Tax Screenshot
Logo cossette
by Cossette

The brand’s first Canadian brand campaign in years celebrates the simplicity of their platform in a very memorable and very Canadian way.

When it comes to taxes, a lot of Canadians feel fear, uncertainty and doubt. And these feelings are amplified even more when you throw in all of the “life stuff” that can make doing your taxes more challenging, like buying a house, having a baby, getting a new job, buying/selling crypto, being self-employed, etc… Knowing this, TurboTax is launching Tax Break, their first Canadian brand campaign in  years, that celebrates the simplicity of their platform in a very memorable and very Canadian way.

With TurboTax, getting your taxes done isn't hard. Just a few minutes here and a few minutes there is all you need. The Tax Breaks campaign encourages people to use any moment of downtime in their day to get their taxes done. 

TAX BREAKS 45 WEB

The campaign targets two of TurboTax’s key audience segments: younger millennials and older gen Zers, both of which are entering or advancing in their personal and professional lives.

We took a strategically broad approach to our media buy this year. From linear TV, including Beijing 2022 and Super Bowl LVI, streaming apps like Twitch, smart targeting options like Samba TV and social buys on TikTok, we’re meeting our target audience where they are spending their time. Since launching on January 30, we’ve already seen a 3x year over year increase in site traffic and an uptake in customers benefiting from our 25 and under free promotion.
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Gah-Yee Won, Head of Media Innovation & Growth Marketing, Consumer Group Canada at TurboTax

In addition to the 45s spot, the Cossette team also created a contextual 15s spot that aired during Raptors games, the Beijing Olympics, and the Super Bowl LVI halftime show to encourage people to take a Tax Break while they wait for their "sports" to resume. They also used contextual out of home to prime people to take a “Tax Break” while on their daily commute.

Turbo Tax OOH
In a category that typically plays off angst and frustration, we opted for humour to help differentiate ourselves and demonstrate just how easy it is for Canadians to do their taxes with the TurboTax app. No obtuse instructions, no daunting in-person appointments. With the TurboTax app, all Canadians can take a much-needed ‘Tax Break’.
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Stefania Mancini, Head of Marketing, Consumer Group Canada at TurboTax

Credits

Client: TurboTax
Head of Marketing, Consumer Group Canada: Stefania Mancini Head of Media Innovation & Growth Marketing, Consumer Group Canada: Gah-Yee Won Marketing Operations Manager, Consumer Group Canada: Siobhan McCarthy
Creative Agency: Cossette
Executive Creative Directors: Craig McIntosh & Jaimes Zentil Creative Director: Kyle Lamb Associate Creative Director/Copywriter: Andrew Niemira Junior Art Director: Olga Netaeva Copywriter: Tyler Patterson Producer: Erica Metcalfe VP, General Manager: VP, Business Lead: Tyler Robson Business Director: Carleigh Hogg Account Supervisor: Aline Cleve VP, Strategy: Denika Angelone Senior Strategy Director: Yeda Beraldo Strategist: Stephen Pace
Media Agency: Camelot Strategic Marketing & Media
Media Account Lead: Matt Comstock Social Lead: David Martin Programmatic Lead: Doug Paladino Director Ad Operations: Jazmine Myles, Melissa Edwards
Production House: Merchant
Director: Jun Diaz Photography: Andy Vanderkaay Editorial: Saints Audio: Oso