TurboTax: It doesn’t take a genius to do your taxes

This case study describes how Intuit Inc., a financial software company, advertised its TurboTax software brand in the United States.

TurboTax: It doesn't take a genius to do your taxes

Campaign summary

This case study from Intuit Inc., the US's leading online tax preparation service for TurboTax. was the second step in a multi-year campaign to reposition the TurboTax brand by building meaningful, emotional connections with consumers. "It doesn't take a genius to do your taxes" launched New Year's Eve with 7 new 30-second television spots culminating in a return to America's biggest football game—the Super Bowl. At the heart of the campaign was a TurboTax experience that showed itself to be so smart, relevant, and highly personalized that taxpayers...

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