Tax filing is among the most stressful times of year. It’s also the time of year when we share our life story and the most intimate of finacial details with complete strangers, the government!
Intuit Turbotax, an accounting management software company have capitalised on this in their latest Wieden+Kennedy ad: “The Year of the You”
“You had a big year. Celebrate all the things you did, and all the things you’re capable of doing. Get your taxes done right with TurboTax.”
Why this style of advertising works…
Kathy Klotz-Guest has thoroughly covered the brilliance of this ad on her blog.
To add to her thoughts..
Here’s why I think this type of advertising works
- Intuit is an excellent example of a brand that fully understands what they sell: not accounting software, but tools that allviate stress and help us tell our story to the taxman. More on this here.
- They start with WHY: They’re brilliant at communicating why they do what they do, rather than harp on about what they do and how they do it (W+K have pioneered this style of brand communciation; think Apple).
- Their brand communication centers around their audience not their product “The Year of The You”. Their customers are the heros of their own stories.
- As Kathy said in her blog, they’ve broken the mould and made an otherwise unsexy product, quite interesting and appealing. See the reaction to their YouTube video which has so far garnered over 35k views and counting…
Nicely done Intuit and W&K. Inspired!
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Over to you…
What do you think of Intuit’s The Year of the You? Do you like it? Can you relate to it? Share your thoughts…