TurBoTax super sTaTus
Case sTuDy 8
The challenge
TurboTax is the US taxation software for calculating small business and per-
sonal tax liability developed by financial software development firm Intuit.
The company wanted to reinforce the mantra that TurboTax is the easiest
way for people to secure the biggest tax refund to which they are entitled,
guaranteed. They needed a campaign that would engage consumers in an
entertaining way, and that would bolster belief in the TurboTax brand, leading
more customers to complete their tax returns with TurboTax online.
Target audience
Value seekers who are engaged with online social networks. They are open to
doing their taxes with software, do not perceive their taxes to be complex and
don’t want to pay a lot.
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