TurboTax®, the nation’s leading online tax preparation service from Intuit Inc. (Nasdaq: INTU), announced today the launch of its new integrated Latino marketing campaign aimed at giving Latinos the confidence that with TurboTax their taxes are done right with a guaranteed maximum refund. The integrated program includes TV, radio and digital advertising, community events and social media activations, in both English and Spanish, to ensure relevancy among acculturated and unacculturated consumers.
“Engaging with the Latino community is a priority for us. For several years we have embarked on a mission to empower and inform the Latino consumer about finances and taxes, all while building familiarity and confidence in TurboTax,” said Greg Johnson, senior vice president of marketing for TurboTax. “We are proud of the work we have done and are excited to launch a program that will connect with the Latino community through a multifaceted and culturally relevant campaign in their preferred language.”
The Hispanic marketing campaign kicked off with “No hay por que tener miedo” (There’s Nothing to Be Afraid Of) advertising theme. The campaign addresses the fear of the unknown that stands in the way of people doing their own taxes. It is a smart, insightful campaign that shines a light on the things that people are inherently afraid of, like the legendary Chupacabra, and playfully shows they really aren’t that scary after all. The spot also highlights the bilingual product support available on demand – in English and Spanish. New this year with the launch of TurboTax Live, consumers will have access to tax advice from real tax experts, CPA’s or Enrolled Agents in their language of choice and from the comfort of their living room.
The TV spot creative was concepted by Multicultural agency GALLEGOS United in collaboration with TurboTax’s AOR Wieden+Kennedy. The Spanish language spot is running on Univision, Telemundo and Azteca America among others and will air through the end of tax season.
Supporting national advertising is a multi-channel, integrated effort that builds on key relationships within the Latino community, including:
These are being executed in partnership with GALLEGOS United and Hispanic public relations agency, Havas FORMULATIN.
Consumers are invited to join the conversation on social media and share their tax experience using the hashtag #ConTurboTaxPuedes during the tax season, which runs through April 17th, 2018.
About Intuit
Intuit’s mission is to Power Prosperity Around the World. Its global products and platforms, including TurboTax, QuickBooks, Mint and Turbo, are designed to empower consumers, self-employed, and small businesses to improve their financial lives, finding them more money with the least amount of work, while giving them complete confidence in their actions and decisions. Intuit’s innovative ecosystem of financial management solutions serves partners and 46 million customers worldwide, unleashing the power of many for the prosperity of one. For the latest news and in-depth information about Intuit and its brands, visit Intuit.com and follow on Facebook.