Intuit TurboTax: Real Tax Experts in Your Corner by Juniper Park\TBWA

Intuit TurboTax has launched its first Canadian-made national integrated campaign built on the insight that regardless of their knowledge and comfort level when it comes to filing taxes, Canadians worry they may not be getting their best tax outcome. Many Canadians don’t feel confident about their taxes; especially those who don’t have an accountant or financial background. Each of the campaign's elements addresses these worries and shows how TurboTax’s full-spectrum offering gives Canadians a range of solutions, each solving for the ability of Canadians to file confidently.

The campaign looks to reinforce TurboTax’s vision of financial freedom for everyone and raise awareness of its expanding services. In addition to TurboTax Online, TurboTax Live Assist and Review provides Canadians with on-demand, real-time advice from human tax experts while they do their taxes, including a final review before they file. Intuit also offers TurboTax Live’s Full Service offering, where you give Intuit your information and their experts prepare the return for you.

The campaign started with feedback from actual TurboTax customers in a panel discussion, where consumers outlined how finances impact their lives every day, with a focus on the stress this can bring at tax time. Through candid conversation, the team determined that for many Canadians, their tax refund is the biggest pay cheque of the year which presents a real fear about making a mistake they can’t afford when they file.

This realization is what fuelled the creative concept behind the master campaign and TV spot, visually demonstrating that with TurboTax Live, access to expert support to ensure your tax return is done right is possible for all Canadians. The master campaign works to show that TurboTax has evolved to solve the need of today’s consumer to get their taxes done with confidence, and is inclusive of TV, OLV, digital banners, PR, social assets and CRM.