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Intuit Inc.

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What: TurboTax has added a Hispanic-oriented ad in Spanish to its “Nothing to be afraid of” campaign. “The objective of the campaign is to increase awareness, product consideration, and trial,” says John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.
Why it matters: The 360 degree marketing campaign addresses the fear of doing taxes. It is aimed at giving confidence to Latinos and ensuring relevance of TurboTax among acculturated and unacculturated consumers.

 

As Intuit TurboTax knows, marketing to Hispanics is not that easy. For the third consecutive year the company has launched a 360-degree marketing campaign dedicated to Hispanic consumers. “TurboTax is committed to educate and empower consumers to file their own taxes,” said John Sandoval, Senior Brand and Latino Marketing Manager at Intuit Inc. With the slogan No hay por qué tener miedo (There’s nothing to be afraid of), TurboTax addresses the fear of the unknown some people get when the time to file taxes approaches. The campaign tries “to communicate ease of use, in-language support and the fact that with TurboTax they are not alone while filing their taxes”, explains Sandoval.

The ads in English, launched on January 1st, revolve around the idea that commonly scary things such as a ghost in the attic, a possessed teddy bear, or a hairy monster in the woods are not as scary as people might think, just like taxes. Similarly, the ad in Spanish shows a traditionally scary creature, famously known in the Hispanic world as “Chupacabra”, presented in a rather comical way. In the midst of shadows and goats bleating, a narrator starts, “We are usually more afraid than necessary of certain things… and then we do our taxes with TurboTax”. We notice ‘El Chupacabra’ is speaking while he picks up a goat… to pet. Everything is easy for Mr. Chupacabra as he consults with a CPA on his phone, in Spanish, all while petting his goat.

https://www.youtube.com/watch?v=9W-eMoislWY

“Multicultural agency Gallegos UNITED leveraged the legendary creature ‘Chupacabra’ that exists in the folklore of various Latin American countries and brought it to life with a twist”, asserted Sandoval. TurboTax is taking into account the nuances of the Latino population, and so they plan to approach the audience from a bilingual perspective: “We are taking a bilingual approach to reach consumers through Spanish and English language content created by prominent social influencers,” added Sandoval. “For us, Spanish is a tactic, not a strategy. We speak to our Latino consumers in the language they prefer based on receptivity and context.”

For us, Spanish is a tactic, not a strategy. We speak to our Latino consumers in the language they prefer.

Multichannel-Effort

To ensure maximum reach, Intuit has planned a multi-channel effort, including community events, influencers, and social media. “The objective of the campaign is to increase awareness, product consideration, and trial,” said Sandoval. “Our newly launched TurboTax Live offering, which allows customers to have a credentialed CPA or EA review their tax return before they file, in the language of their choice and from the comfort of their living room.”

TurboTax is confident users will feel as at ease as Mr.Chupacabra, and they 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.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Starcom gets Kraft-Heinz and Visa!

The Kraft Heinz Company has consolidated its U.S. media agency assignment with Starcom. UM was Heinz’ incumbent while Starcom held the Kraft account. This caps a great week for Starcom which also gained Visa’s global media buying account (OMD was incumbent).

  • Realogy

dd26f900b5fa73c9e4602bf19fc29ce9_400x400Real estate giant Realogy has selected Omnicom’s OMD as its new media agency after a review that began in February, according to sources. A Realogy report said the company had no comment.The company spends about US$115 million a year on ads according to Kantar. Realogy real estate brands include Century 21, Coldwell Banker, ERA, ZipRealty and Better Homes & Gardens, among others.Incumbent MediaCom, part of WPP, which handled Century 21 and Coldwell Banker, also participated in the pitch. Those two brands accounted for an estimated US$25 million of the client’s annual ad budget, according to sources. Other incumbents and contenders were not immediately identified.

  • Intuit Inc.

eBm_OTaA_400x400Digital shop Essence has been selected by Intuit Inc., the U.S. business software provider, as global digital AOR for their small business group, including the QuickBooks Ecosystem of offerings. Intuit spent US$133 million on ads in the U.S. last year according to Kantar Media. It wasn’t immediately clear what portion of the budget is allocated to the small business group. The assignment tasks Essence with driving the company’s programmatic ad buying, digital strategy, analytics and other biddable channels that aren’t bought through a demand-side platform (DSP).

 

  • Henry’s Hard Ginger Ale /Henry’s Hard Orange

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  • LatinSphere

descarga (2)Boutique agency, LatinSphere, headquartered in Long Beach, CA, will officially close at the end of August 2015 after 14 years of providing advertising and experiential marketing services, focused on, but not limited to, the Hispanic market, for an extensive list of clients such as: The Walt Disney Company, Disney Parks & Resorts, Disney Vacation Club, ESPN Deportes, U.S. Cellular, Verizon, Sears, Roebuck & Company, Orchard Supply Hardware, Care 1st Health Plan, XM Satellite Radio, Crayola, and Macerich Malls, as well as some regional clients, i.e. Long Beach Transit and The Irvine Company.The founders, Karla Lucia and Cristi Quesada-Costa, have decided to pursue other opportunities after the very demanding and equally rewarding task of running their company, while managing the Agency’s accounts hands-on throughout the years. Read more.

  • Xerox Lobs

descarga (7)Xerox Corp. is releasing a new brand campaign during the U.S. Open tennis tournament.The campaign, which has the new tagline “Work Can Work Better,” was created by Xerox lead agency partner Y&R New York and Y&R’s digital agency VML. It launches with a 30-second TV spot, which will air Sunday during the broadcast of the U.S. Open on ESPN and ESPN2, as well as on business networks such as MSNBC, CNBC, CNN and Fox Business. The campaign also includes print, online and outdoor ads, as well as a redesigned website. The budget was undisclosed.The campaign is a departure for Xerox, which has been transforming from a hardware-centric company — mainly printers and copiers — to a provider of business .

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