“Our objective with the campaign is that we want people to make these bold moves in their lives. We love the fact that people are seizing life, especially now, which we all deserve. And we want to let them know, don’t let tax be a limitation on those moves that you make,” said Soukas.
How the agency uncovered the campaign theme
Soukas said that one of the things TurboTax appreciates with its relationship with R/GA is its strong understanding of consumers, culture and technology, and how those all come together. The campaign came from deep insight work that TurboTax did together with RGA to understand those consumer needs.
“RGA is really an agency that brought thinking around the connection between what customers are experiencing now in their life and going really deep on that insight,” said Soukas, adding that their research uncovered that consumers had a lot of optimism moving forward, which led to an upbeat and positive campaign.
The integrated campaign will span broadcast, digital, audio and social, as well as digital partnerships with Twitch, TikTok, BuzzFeed and Roku, and the Super Bowl spot will be an extension of the campaign rather than a one-off effort.
“We’re looking to celebrate the moves that people are making their lives and actually encourage them, and let them know that tax shouldn’t be a worry or a limitation on their mind,” said Soukas.
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