Breaking through calcified perceptions
Challenge
After decades of successful brand building, TurboTax has deeply saturated the DIY tax market. We’re top of mind when it comes to filing your own taxes. Unfortunately, this established positioning often overshadows our tax expert options.
Solution
To help raise awareness, we paired an expert-leaning homepage with an out-of-home campaign in select cities. All executions laddered up to our 2023 flagship marketing message: Don't Do Your Taxes.
Outcome
We saw 26% revenue growth in the regions exposed to our OOH campaign, as well as a 57% lift in tax expert offerings.
Credits
Team: TurboTax Brand and Marketing team, in collaboration with TurboTax Canada
Role: Design direction, visual design, motion design