First Work From R/GA of TurboTax Set to Debut in Upcoming Super Bowl Advertisement
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TurboTax Shines a Spotlight on 'Risers' in Super Bowl Campaign
Get ready for TurboTax's 11th consecutive appearance in the 'Super Bowl', but this timearound, they're partnering with R/GA for a fresh take on the tax game. Gone is last year's message to "Don't Do Your Taxes," and in its place is the new motto: "Make Your Moves Count."
TurboTax and R/GA are celebrating the "risers" – those who are carving their own paths and need tax help to make all their financial decisions count come tax season. The inspiration for this campaign came from the desire to showcase the stories of those blazing trails and the TurboTax experts that help them navigate the complex world of finances.
Last June, R/GA clinched Intuit's TurboTax offerings, including TurboTax Live and TurboTax Full Service, with a mandate to boost consumer adoption. Nick Soukas, svp of marketing for Intuit's Consumer Group, explained: "Intuit has a vision, which is about empowering prosperity for customers. And those customers include consumers and small businesses."
The first seven stories in the campaign showcase the bold moves risers make throughout the year, each told from the perspective of a TurboTax expert ensuring customers receive the best possible tax outcome. "Boater Home" tells the tale of two houseboat buyers, while another story follows a career-shifter who traded package deliveries for streaming video games. A "boss mom" balancing two jobs and single motherhood, an investor riding the stock market, and a family tradition defier starting her own business are also featured in the campaign.
TurboTax's Super Bowl spot is yet to be unveiled, but the company has two Spanish language spots in the campaign for the first time, both featuring fully Spanish-translated tax offerings. The campaign targets people seizing life opportunities, especially post-pandemic, and aims to instill the idea that tax should not hinder those bold choices.
TurboTax values R/GA's strong understanding of consumer culture, technology, and behavior, and the campaign was birthed from deep insight work with the agency that uncovered consumer optimism moving forward, leading to a positive, upbeat tone. The integrated campaign will span broadcast, digital, audio, and social media platforms, with partnerships with Twitch, TikTok, BuzzFeed, and Roku.
"We're looking to celebrate the moves that people are making in their lives and actually encourage them, and let them know that tax shouldn't be a concern or a limitation on their minds," said Soukas. The campaign represents a shift from TurboTax's previous focus on user-generated content (UGC), opting instead for a storytelling approach that emphasizes authenticity and relatability.
- TurboTax, in partnership with R/GA, is focusing on individuals carving their own paths for the Super Bowl campaign, celebrating the "risers" who need tax help to make their financial decisions count.
- The new motto of the campaign, "Make Your Moves Count," replaced last year's "Don't Do Your Taxes," and it highlights the stories of those blazing trails, along with TurboTax experts navigating the complex world of finances.
- R/GA, who clinched Intuit's TurboTax offerings in June, was given the mandate to boost consumer adoption, aligning with Intuit's vision of empowering prosperity for customers.
- The first seven stories in the campaign showcase risers' bold moves throughout the year, and this integrated campaign spans broadcast, digital, audio, and social media platforms, with partnerships with Twitch, TikTok, BuzzFeed, and Roku.
- The campaign targets people seizing life opportunities, especially post-pandemic, and aims to instill the idea that tax should not hinder those bold choices, powered by the insightful understanding of consumer culture, technology, and behavior by R/GA.
