There was one brand that stuck out in my mind as truly breaking through, in a category that's very hard to break through. TurboTax.
Let's fact it, no one wants to think about tax season, even if you're expecting a refund. It's just a drag. By the time April rolls around, we've put the past year behind us so we don't really want any reminders. And all the paperwork!
So along comes TurboTax with it's "Year of You," giving us a reason to, well, celebrate tax season because it's a time to celebrate all that we've done in the year. Bravo!
"You had a big year, celebrate all the things you did."
The insight is breakthrough for a brand like this, and the execution is brilliant in that it highlights all the potential big things that could have happened for you in the year ... or brings back memories when you did have a year like that.
The spot instantly gave me an affinity for the brand, in a category where I imagine many don't think twice about. Until April 14.
It'll be interesting to see how the campaign builds in an integrated fashion as we get closer to tax season. This is only the beginning, I imagine.
What's your experience? Jim.