It’s that dreaded time of year when Canadians are combing through T4 stubs and RRSP contribution slips in preparation for filing their income tax. A new campaign for tax software TurboTax wants to show just how much its Canadian users will be getting back for this year’s returns.
This week, TurboTax, an Intuit Canada product, launched an outdoor campaign at Dundas Square in Toronto. Signage featuring a huge TurboTax Refund Ticker is continuously updated to show the collective estimated amount of money that Canadians who use TurboTax will receive back this year. The outdoor ticker campaign will run until May 2.
The difference between the total refund TurboTax users receive versus users of competitors’ products is also shown in the campaign.
The integrated campaign also features cross-country display banner ads (which Intuit worked with MediaMath to create), an upcoming website ticker on TurboTax’s website, as well as social media outreach.
AdHoc worked on the creative for the campaign, and DDB Canada did the media buy.
“AdHoc turned the creative around really quickly,” said Chris Mulholland, head of marketing and product management for Intuit’s consumer division. “This idea, from beginning to end, was conceived, funded, approved and launched within two weeks.
“We are the leaders in tax preparation across Canada and wanted to demonstrate that,” he added. “What really sets us apart is the number of returns we file on behalf of Canadians and the refunds we’re facilitating getting back in users’ hands – by the end of last year’s tax season it was over $5 billion – so that was really where we could make an impact with the campaign.”
