Free 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 cool 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.