Not Taxes
Role: Executive Creative Director
Breakthrough integrated campaign to disrupt the assisted tax market with TurboTax’s full-service pros.
TV
Our broadcast work led with a head-raising message: "Come to TurboTax and DON’T do your taxes." The creatively-rich customer benefit was "So you can do NOT TAXES," showcasing the possibilities from low to high — from taking a nap to climbing a mountain.
Content
We extended the campaign in Canada with localized social films and photography highlighting the benefit of having an expert you can trust with your taxes. We championed real customers and their lifestyles — from up-cycling old skateboards to painting to blacksmithing.
OOH
Our real customer stories met customers IRL across Canada, culminating in a takeover of Toronto's Union Station for the entire month of April.
Front doors
A custom site experience continued the "NOT TAXES" promise. It was highly targeted and led to a compelling presentation, culminating in a call to action to get started.
Rewards
The best part of the promise? The PAY OFF. After filing with a full-service expert, customers were rewarded with discounts and incentives to do "NOT TAXES."
Impact
The impact of the campaign was significant:
50pt increase in YoY starts in Full Service
55pt increase in YoY revenue growth in Full Service
10pt increase in YoY unit growth in Investor and Self-Employed starts