TaxAct
Helping a challenger brand disrupt a hyper-competitive category
THE CHALLENGE
Flipping the script on two colossal competitors.
As a heavy underdog behind Turbotax and H&R Block, TaxAct lacked a coherent positioning as the challenger option. How could we prove that TaxAct is the fair and savvy option that helps Americans take back control of their financial health?
THE INSIGHT
Unfair advantages are an outrage. Until you’re the one who has them.
The tax system is broken. Designed to benefit the industry, not the people. We can upend the category by being the brand that champions the people – offering up a better way to navigate the predatory tax system.
THE IDEA
The System to Beat the System
Through a fully integrated digital and traditional ad campaign we helped TaxAct punch above their weight against TurboTax and H&R Block. Setting a new, more playful and customer-centric tone for the category and offering digital tools to tap into your refund any time throughout the year.
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