TurboTax shows Canadians the money

A DOOH and online campaign is giving Canadians a daily update on the money going back into their wallets this tax season.

Intuit is accentuating the positive this tax season with a campaign showing a constantly updating ticker of refund money going back to Canadians who have filed using its TurboTax software.

The campaign includes a digital billboard at Yonge-Dundas Square in Toronto, which reaches approximately 100,000 people a day, Chris Mulholland, head of marketing, product management, Intuit consumer products, tells MiC. Media was handled by DDB Canada and creative was handled by GTA-based Adhoc Works.

Campaign components also include a ticker on the TurboTax site and an online display plan that includes ad networks and a homepage buy on MSN.ca for April 10. The online component was managed via US-based MediaMath’s DSP.

It will run until May 2, the unofficial end of tax season.

The idea for the campaign was sparked only two weeks ago when the company started to consider the things that make Canadians choose TurboTax, says Mulholland.

TurboTax is targeting Canadians who might normally go with a third-party service provider like H&R Block, says Mulholland.

‘[A tax refund] is one of the bigger cheques Canadians receive and is definitely top of mind at this time of year. Over three million Canadians do their returns with TurboTax, which produces an average refund of $1,700…We wanted to get the word out that if you want the maximum refund TurboTax is the only way to go.”