It’s raining refunds.

The magic of doing your taxes

TAXACT

The Challenge:

TaxAct’s market share was dwindling as mega-brands like TurboTax gained customers through aggressive marketing. But as they gained customers, they began charging for what should have been free services creating a ‘bait and switch’ perception that tainted the entire industry. We saw an opportunity to stand up for the little guys and help make the maximum refund rain down into their pockets.

The Solution:

American filers needed someone they could trust to guide them through the confusion created by other tax filing companies. We began by creating a brand archetype—the Sage—as a proxy for the service itself. We then developed that persona into April, a magical tax expert who clears away the stress of taxes with no-nonsense guidance and a reassuring smile. She also resonates more with the growing number of female filers. April breezes in just in time, sets everything around her to right, and magically makes money fall from the sky. Her TaxAct umbrella, raincoat, and boots make her not just approachable but memorable too, and the sonic branding leaves people singing Ta-Ta-Ta-TaxAct all season long.

AWARDS: OMMA Technology/Web Services