The Problem
How do you get an audience to do something they hate (taxes) during something they love (the Super Bowl)?
The Insight
While most Americans receive their tax forms by February 1st, almost 50% file their taxes less than 30 days before the deadline.
“When Do Americans File Their Taxes?” pie chart by UpdatedPoints.com
The Results
An incentive for people to get their taxes done earlier: the TurboTax Super Bowl File. Our Super Bowl TV spot, starring Quinta Brunson and directed by Taika Waititi, gave viewers the chance to win $1,000,000. By scanning the QR code on screen, viewers would enter the raffle and commit to filing their taxes with TurboTax.
Pre-kick :30 TV spot.
Behind-the-scenes video for social media.
In-game :45 TV spot.
TurboTax’s homepage prior to the Super Bowl.
TurboTax Super Bowl File social posts/stories.
TurboTax Super Bowl File smart TV ad.
The Achievements
Seven times more traffic on TurboTax.com during Super Bowl LVIII than its busiest day in 2023 (Tax Day).
With over 1.5 billion earned impressions, TurboTax was among the top five most searched brands of the night.
Shortlisted for AICP Next: Real Time Engagement (2024 AICP Awards).
Shortlisted for Innovation - New Ideas in Direct Marketing (The One Show 2024).
TurboTax Super Bowl File video case study.
Agency: R/GA
Client: Intuit TurboTax
Year: 2024
Global CCO: Tiffany Rolfe
CCO, US: Shannon Washington
Group Creative Director: Ryan O’Keefe
Group Executive Design Director: Han Lin
Creative Directors: Spencer Cook, Katie Edmondson, JP González, Pawel Rokicki, Katie Yoder
Associate Creative Directors: Rémy Law, Natalie Rojas
Senior Art Director: Emma Kasarsky, Andrey Ter-Grigorian
Senior Copywriter: Colin Hodges, Mac Scherwin
Visual Designers: Lillie Laurier, Roberta Nicastro
Junior Visual Designers: Seamus Deegan, EunSoo Kim
SVP Executive Strategy Director, US: Yael Cesarkas
Executive Director, Media & Connections: Daniel Morosi
Group Strategy Director: Kaitlyn Frysztak
Director of Marketing Sciences: Zack Mirsberger
Strategy Director: Mariana Revilla
Senior Strategist: Patty Suarez
Senior Connections Planner: Samantha Sacks
Senior Connections Planner: Zena-Marie Acholonu
Junior Strategist: Julie St Felix
Analyst: Katie Joyce
VP Managing Director: Joe Ladd
Group Account Director: Parry Rominger
Management Supervisor: Dominique Appel
Account Executive: Nafisa Hassan
Account Coordinator: Chadd Pouge
Executive Production Director: Jeff Skutnik
Senior Producer: Abby Tarver
VP Head of Content Production, US: Jesse Brihn
Director, Print Production: Erica Jensen
Executive Content Producer: Purvi Sheth, Lauren Powzyk, Steve Intrabartola
Content Producer: Mike Tockman
Executive Director, Business Affairs: Lynda Blaney-Smith
Senior Manager, Business Affairs: Miriam Hughes
Production Company: Hungry Man
Director: Taika Waititi
Director of Photography: Mike Berlucchi
Editorial: Cabin
Editors: Taylor Walsh
VFX: Framestore
Music / Mix: One Thousand Birds