1ChallengeFree File lets taxpayers with a household income of $57,000 or less choose from a variety of software programs to file electronically. But Free File had a hard time standing out in the glut of tax prep advertising.
We reached our key audience of young taxpayers by showing a modern young couple, Maria and James, who make their money go farther by clipping coupons, saving change for laundry and filing their taxes with Free File.
TV, radio and out-of-home PSAs generated an estimated ad value of $10.5 million while paid media impressions exceeded 230 million. The first-ever IRS consumer-facing microsite had nearly 792,000 combined visits in English and Spanish. And PRWeek acclaimed the campaign as the 2012 Public Sector Campaign of the Year.
All of our work is described with the same adjective. Powerful. We operate as full strategic partners with our clients. This approach is the direct result of our heritage as part of one of the world’s premier agencies, Ogilvy Public Relations.