TurboTax Shows You’re Never Alone When It Comes to Doing Taxes
January 03 2017 - 8:00AM
Business Wire
New advertising campaign highlights
on-demand human help and marks return to football’s biggest
game
TurboTax®, the leader in tax preparation that prepares more
federal returns than any other tax preparation provider, announced
the launch of its 2017 advertising campaign. The campaign includes
the brand’s return and fourth consecutive appearance in America’s
biggest football game.
Titled “Relax There’s TurboTax,” the campaign demonstrates that
with TurboTax, taxpayers are in charge, but never alone, as they
prepare their taxes. That’s because only TurboTax, from Intuit Inc.
(Nasdaq:INTU), includes SmartLook™, providing customers in-product
access to a live, one-way video connection to a TurboTax expert or
credentialed CPA or enrolled agent, to get real-time, personalized
answers.
“This year’s campaign is the next step in redefining the
TurboTax brand by proving that TurboTax has human help on demand so
that people know they’re never alone,” said Greg Johnson, senior
vice president of marketing for Intuit TurboTax. “The campaign
works to overcome the biggest barrier to those who don’t use
software today. It demonstrates that TurboTax can serve a broad
range of taxpayers, including Latinos, self-employed or those
who’ve had life changes, by providing immediate access to expert
assurance. With TurboTax, there’s a human, on demand in the palm of
your hand.”
The campaign includes five broadcast spots, in both English and
Spanish, and web films showing reassuring conversations that happen
between TurboTax experts and customers, played by celebrities Kathy
Bates, DJ Khaled, David Ortiz and Karla Souza. Each celebrity has
an over-the-top tax situation, brought to life through playful,
hyperbolic storylines. In each ad, the celebrity asks a unique
question to an unflappable TurboTax expert, who answers even the
toughest question in stride.
A series of new spots, including “Kathy Bates Scary Dependents,”
“David Ortiz New Job,” “DJ Khaled The Exercise Program,” and “Karla
Souza Dependientes,” launched over New Year’s, during NFL and
college bowl games, with additional spots rolling out over the next
few weeks.
The campaign includes media integrations, digital and social
activations and will continue throughout the 2017 tax season in
high-impact sports, entertainment and cultural moments—including a
45-second ad on Sunday, February 5 in America’s biggest football
game.
“TurboTax will be back in the big game this year, taking
advantage of a key moment to reach millions of Americans during the
height of the tax season,” added Johnson. “This year’s spot will
extend the campaign with additional breakthrough creative that
brings to life the value of our on-demand, human help in a humorous
and surprising way.”
The campaign was created in partnership with independent
advertising agency Wieden+Kennedy, based in Portland, Oregon and
multicultural agency Grupo Gallegos.
About Intuit Inc.
Intuit Inc. creates business and financial management solutions
that simplify the business of life for small businesses, consumers
and accounting professionals.
Its flagship products and services include QuickBooks® and
TurboTax®, which make it easier to manage small businesses and tax
preparation and filing. Mint provides a fresh, easy and intelligent
way for people to manage their money, while Intuit's ProConnect
brand portfolio includes ProConnect Tax Online, ProSeries® and
Lacerte®, the company's leading tax preparation offerings for
professional accountants.
Founded in 1983, Intuit had revenue of $4.7 billion in its
fiscal year 2016. The company has approximately 7,900 employees
with major offices in the United States, Canada, the United
Kingdom, India, Australia and other locations. More information can
be found at www.intuit.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20170103005316/en/
Intuit Inc.Julie Miller,
858-215-8469Julie_Miller@intuit.comorWieden+KennedyKatie Hull,
503-937-7711Katie.hull@wk.com
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