TurboTax's Bold Moves on the Path to the Super Bowl
TurboTax's innovative campaign targets millennials and Gen Z, building up to their impressive 11th consecutive Super Bowl appearance Stay tuned for captivating strategies that blend new approaches with proven tactics
There are countless methods to earn money in today's world, such as gig work, side hustles, small start-ups, and crypto investments. This can make filing taxes a daunting task, particularly for younger individuals who may be unfamiliar with the nuances involved. In its new campaign, TurboTax by Intuit is presenting itself as a versatile product that offers a variety of solutions, including personalized accounting consultations, to help people maximize their tax returns. The brand's 11th consecutive Super Bowl appearance will coincide with a multi-channel marketing blitz to promote the campaign.
"People are making significant changes in their lives and facing important decisions," explained Nick Soukas, senior vice president of marketing for Intuit's Consumer Group. "We want to honor those moments and ensure that taxes don't hold them back. They should feel empowered to pursue their dreams. We're here to support them and guarantee 100% accurate returns."
"Make Your Moves Count" showcases various scenarios that consumers may encounter during tax season, particularly if they have undergone a major life change, such as buying a home or starting a business, that could impact their taxes. This group of consumers, labeled "risers" by the company, aligns closely with the younger millennial and Gen Z demographics, who are the main focus of the campaign.
Soukas stated that often people make moves without realizing the associated tax consequences. He emphasized the importance of informing individuals that regardless of their actions, they can maximize their financial outcomes.
One spot in the new campaign features a couple navigating a challenging housing market by purchasing a houseboat. They realize they need help with filing taxes as property owners and turn to a TurboTax professional for guidance. Another commercial shows a man who loves finding free items and is thrilled to learn that he qualifies to use TurboTax’s free software solution, just like 37% of filers. Soukas noted, “We’re really focusing on the true roots of TurboTax. We empower consumers through our original solution to conquer tax preparation on their own. Now we have a full suite of services, and we’ve got people covered through all of the different ways they can do their taxes.”
New innovations, old tactics
TurboTax's most recent campaign builds upon previous ones, highlighting new features and advancements such as access to professional tax preparation services and live counselors for intricate tax inquiries, Soukas explained. This shift mirrors the overall evolution of Intuit, TurboTax's parent company, which also oversees CreditKarma, Quickbooks, and Mailchimp.
"Intuit is undergoing a transformation from simply being a tax and accounting software company in which consumers are responsible for most of the work, to becoming a global financial technology platform where the majority of the work is automated," stated Soukas.
One of the latest innovations that TurboTax is promoting this year is the use of generative AI for real-time accuracy checks, as opposed to waiting until all data has been entered, and real-time Spanish translation for Latino customers. In an effort to appeal to this expanding customer base, TurboTax's new campaign will feature two Spanish-language commercials, one of which portrays a recently married couple using TurboTax to file their first joint returns.
"This real-time translation is a groundbreaking experience and a significant innovation," Soukas commented. "The efforts we have put into building a Latino customer base will now be accelerating because the campaign will effectively showcase our product."
Similar to previous campaigns, this year's initiative, featuring a total of seven video spots, will debut in January and be shown across various platforms including broadcast, digital, audio, and social channels. The company has also established marketing partnerships with Twitch, TikTok, BuzzFeed, and Roku. Additionally, as in previous years, the commercials will lead to a new spot during this year's Super Bowl broadcast, marking the brand's 11th consecutive appearance in the big game.
Soukas declined to provide specific details about the commercial, but he emphasized that the Super Bowl has served as a successful avenue for the company to promote its new services.
"The Super Bowl has been a valuable platform for us because we are constantly innovating and have significant messages for customers about how we can cater to their needs," he explained. "We have been fortunate to have these innovations that allow us to effectively communicate with customers on this stage."
