TurboTax is targeting young Canadians with its latest tax season campaign.
Launched March 1, the Edelman Toronto-created digital campaign follows up on “Year of You,” a TV campaign by Wieden + Kennedy that went live in January.
Called “First Time Confessionals,” the online video series features a series of young characters including a freelancer, a young professional and an art student speaking suggestively about their “first time.”
In one, the ‘art student’ says, “I’d done it before at my parents house, but heading away to university and getting my own place really spiced things up. The new situation meant more possibilities.”
The ads are meant to appeal to millennial consumers who lack confidence when filing their taxes.
Matt Kanas, head of communications at TurboTax, explained the company did a survey ahead of the campaign that revealed 46% of millennials haven’t done their own taxes because they’re afraid of making mistakes, including missing out on deductions they don’t know about (41%).
With those insights in hand, the brand crafted a campaign to “turn doing your own taxes on its head,” and make the process more appealing to young consumers.
“Our goal with the campaign is to connect with millennials on their own turf and engage them more authentically than we have in the past,” said Kanas. “Doing your own taxes is about empowerment,” he said. “Our goal this year is to inject more fun into the tax conversation.”
In the same vein, TurboTax is hosting an event called Tax Bar on April 2 in Toronto where millennials will be offered beer while they’re guided through the tax process.
DDB Canada handled the media buy for the Wieden + Kennedy TV and radio spots, currently on air in the Toronto market.
