Dive Brief:

• To mark the new year and beginning of tax season, Intuit’s TurboTax recently released a new campaign demonstrating its app-based artificial intelligence (AI)-powered products and highlighting several promotions for tax filers, per details released by the company. 
• “Now This Is Taxes” includes several spots that will run primarily in the U.S., with a few running in Canada. There are two Spanish-language spots and one French Canadian. Ads will run across linear, streaming, podcast, digital audio, digital video and social channels.
• TurboTax is betting on AI to deliver an enhanced experience compared to old-school ways of filing taxes. The campaign’s marketing mix includes collaborations with NCAA, Netflix, Prime Video, Spotify, TikTok and YouTube. A company representative confirmed the brand will have a spot during Super Bowl LIX on Feb. 9, marking its 12th consecutive appearance. 

Dive Insight:

With the rise of AI and the computing power of the smartphone, Intuit’s TurboTax claims the old way of doing taxes — in person, with a tax professional — is outdated and inefficient. More than 10 million people who avail themselves of assisted tax preparation switch preparers every year, according to the company, and they continue to put up with pain points because they do not know there is a better way to do things. 

“‘Now This Is Taxes’ showcases the next generation of tax preparation, ushering in a new era of tax filing for both customers and accountants, that brings revolutionary, ‘done-for-you,’ solutions to the market,” said Executive Vice President and General Manager of Intuit's Consumer Group, Mark Notarainni, in a release.

The campaign, from agency R/GA, made its first appearance during Netflix’s streamcast of the NFL’s Ravens vs. Texans game on Dec. 25. That spot promoted TurboTax’s mobile filing offer and commitment to providing access to premium experiences for DIY filers who complete their taxes by Feb. 18. 

The focus on its mobile app makes TurboTax the latest in a growing list of brands who are leveraging AI to enhance their mobile offerings, including Nordstrom and Burger King. 

The official kick-off spot launched on Dec. 30, telling the story of a food influencer who ditches the waiting room of an accountant’s office to use a TurboTax Expert through the app to get the work done on his time. The spot also promotes the availability of a $4,000 Tax Refund Advance loan.

Another spot in the campaign highlights filers’ ability to hand off their taxes to a TurboTax expert to handle, so they can do the things they love to do. Other storylines featured in the campaign include showing off the company’s expertise for small-business owners and promoting the “Beat Your Price Offer” through which TurboTax will do the taxes of a filer who switches for 10% less than what they paid last year.

The campaign comes just after Intuit, which is the parent company of TurboTax, as well as Quickbooks, CreditKarma and MailChimp, announced the appointment of Thomas Ranese as its new chief marketing officer. Most recently CMO of Chobani, Ranese has also held positions at Google and Uber. He will report to Intuit’s Chief Commercial Officer, Greg Johnson. 

Last year’s tax season campaign from TurboTax was an appeal to Gen Z and millennials while showcasing some of the brand’s initial AI-based tools.