The NFL and Intuit Inc have announced that as part of their multi-year official sponsor partnership, Intuit TurboTax Live will serve as the first-ever presenting sponsor of both the AFC and NFC Championship games.
Intuit TurboTax will also return to the Super Bowl for its sixth consecutive year, and the tax prep service has introduced two new campaigns for 2019.
As a part of the NFL sponsorship, TurboTax Live branding will be featured during the 2019 AFC and NFC Championship Games as well as within ancillary programming and content across league broadcast and digital media platforms. The championship games will be played 20 January.
"We're proud to have Intuit as the NFL's first-ever presenting sponsor for both AFC and NFC Championship games," said Renie Anderson, NFL senior vice president, NFL partnerships, sponsorship and consumer products. "Intuit has a longstanding reputation as a leader in the financial and accounting software industry that NFL fans recognize and trust this time of year."
Beyond the presenting sponsorship of both 2019 AFC and NFC Championship games, Intuit also becomes the NFL's official sponsor for financial and accounting software, as well as tax preparation services. Together Intuit and the NFL will also create programs to help current and former players prosper through the NFL Player Engagement and NFL Legends communities.
"Americans work hard for their money and at Intuit we want to help them find and save more of it," said Mary-Ann Somers, chief growth officer for Intuit's Consumer Group. "As an official sponsor of the NFL, we have a unique opportunity to reach a highly engaged audience with solutions to help them prosper during the height of tax season."
A double shot of creative
TurboTax is gearing up for tax season with the launch of two new ad campaigns. To celebrate products for both DIY filers using TurboTax Free Edition to complex filers who want a licensed CPA by their side with TurboTax Live, the company is launching its 2019 advertising campaigns featuring tech millennials, action scenes, jingles and more.
“Everyone’s tax situation is different and so too are people’s preference for doing their taxes themselves or having a licensed tax expert review or even sign and file their return,” said Somers. “This year, we’re highlighting customer choice with two campaigns showcasing the simplicity of ‘Free’ and the helpfulness of ‘Live,’ all with the convenience of doing taxes on your time, in your place, from a computer or mobile.”
The first campaign, ‘Changing the Way You Do Taxes,’ centers on TurboTax Live. The campaign, along with some tech-savvy and socially awkward friends, shows how experienced, licensed CPAs and EAs can be at your side to help with questions along the way, and even review your tax return before you file.
It also shows how technology and humans can come together to ensure you have a great tax experience.
The campaign includes both English and Spanish language spots and will appear across TV, radio, and social platforms.
In the ‘Power of Free’ campaign, the company focuses on TurboTax Free Edition. Over the coming months, the TurboTax Free Edition campaign will feature life moments — from father-son talks to courtroom drama and spelling bees — with every word replaced with “Free,” driving home the free concept with a verbal hammer, and in one spot, an exploding van.
“Many taxpayers dread doing their taxes, which is exactly what TurboTax is pushing against with their intuitive products — removing the pain points that can create that fear, uncertainty, and doubt. With that in mind, we felt we had permission to take a more lighthearted approach to these two tax-season campaigns,” said Wieden+Kennedy creative directors Jason Campbell and Kevin Jones in a release.
The campaigns were created in collaboration with Wieden+Kennedy Portland.