As tax return time looms H&R Block has launched a new brand platform to highlight its expertise in the field.
The brand platform, 'Fascinated by Numbers', by Saatchi & Saatchi aims to elevate the brand beyond the transactional world of tax into a more emotional space, by highlighting the brand's expertise in the field.
The platform has also been designed to enable H&R Block to grow into broader offerings and services in the future.
The ads show H&R Block employees captivated by numbers in everyday scenarios.
H&R Block marketing director Melinda Spencer says: “We’re proud to stand by the new messaging as it speaks true to the core nature and ethos of the company. Whilst the general population is often overwhelmed by the idea of tax, we love it. You need to be fascinated by numbers to see the potential it allows.
“With H&R Block being the only major consumer brand in the tax return market, it was important to establish a strong connection with the public and deliver above and beyond what they’ve typically come to expect from tax accountants."
It launched on Sunday 3 July with 30 second TV spots across all news programs to capitalise on interest post-election.
The media strategy, by Unity, will also leverage spots on Ten's MasterChef and on sporting codes including NRl, AFL,Tour de France, Rugby Union and Wimbledon.
In addition, the campaign will roll out across radio and digital.