Intuit’s TurboTax brand has kicked off its 2023 brand campaign with a strong message to consumers: don’t do your taxes. The “Come to TurboTax” effort includes both a Netflix ad and a Super Bowl spot, the brand’s 10th year at the big game.
“After decades of leadership in the online tax preparation category, TurboTax has become synonymous with DIY Taxes (or DIY Tax Software),” said Cathleen Ryan, SVP of Marketing at Intuit TurboTax, in response to emailed questions. “With this year’s campaign, we’re changing that narrative by letting customers know they can come to TurboTax and NOT do their taxes. We believe that TurboTax has the best assisted tax experience in the market – people can sit down from the comfort and privacy of their homes and in one meeting, have their taxes prepared, signed, filed, and then get back to doing what they love – Not Taxes.”
The “Come to TurboTax” campaign includes seven spots that play up the ease of using TurboTax’s software to file taxes. So easy in fact, that you don’t even have to do your taxes. The integrated campaign, created in partnership with Wieden+Kennedy, will run across broadcast, digital, audio and will also include digital partnerships with Roku, Twitch, Spotify and BuzzFeed, as well as the Netflix ad and Super Bowl spot.
“The campaign is speaking directly to those taxpayers that typically have their taxes prepared for them each year,” added Ryan, “For over 20 years, TurboTax has been helping millions of Americans easily prepare their own taxes. We have high brand recognition and have established TurboTax as the DIY tax leader, but consumers don’t often think of TurboTax when it comes to assisted tax prep. With this campaign we are targeting the 88M assisted tax filers and showing them that with TurboTax Live they can meet with a Tax Expert who can prepare their taxes for them.”
This is the third year in a row that that company’s brand campaign highlights TurboTax Live offerings.
“TurboTax has always been focused on helping people easily and accurately get the refund they deserve,” adds Ryan. “With this campaign, we’re highlighting the sense of relief people feel when their taxes are done and off their mind, so they can get back to what they love – Not Taxes.”
