Tax preparation company H&R Block has launched an integrated campaign by The Works, part of RXP Group and PHD, demonstrating that 2020 will be anything but an average tax year due to the financial impacts of the global pandemic on individuals and business owners.
With various stimulus packages and people working from home, there are going to be a lot of people with a lot of taxing questions.
“With significant changes to personal and business incomes, working from home arrangements and financial government support programs, we know more Australians than ever will have big tax questions this year," H&R Block marketing and digital innovations director Louise Cummins says.
"We wanted to show our tax experts across the country have the answers and are ready to secure maximum tax refunds. We’re excited that this campaign speaks to what our clients want during this time and what H&R Block can deliver.”
Questions such as "What are the rules around Job Keeper payments?", "I’m working from home, what can I claim?" and "What cash flow boost is available to my business?" are just some of the issues H&R Block’s experts can help with when it comes to filing annual tax returns.
“The coronavirus pandemic has driven changes in many aspects of our lives, and tax time this year will be no exception," The Works creative partner Douglas Nicol says.
"This is a deliberately functional and empathetic campaign based on a territory that H&R Block can own.”
The campaign will appear across TV, digital, radio, social, content and PR.
“We noticed early on in the pandemic that search behaviour across both google and H&R Block sites had shifted significantly this year," PHD business director Jack Geddes says.
"While the questions surrounding tax tend to change every year, the volume and unique nature of enquiry this year signalled the need for a new approach. Campaign messaging has shifted and we have built out a new content hub across the H&R Block site to ensure these questions can be answered easily by their experts."
Client: H&R Block
Marketing and Digital Product Director: Louise Cummins
Creative agency: The Works
Content and production agency: Daresay
Media agency: PHD
PR agency: Frank PR
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