The Power of Commitment: How QuickBooks came out fighting for the UK's small business community

Intuit Quickbooks, a business financial management solutions provider, launched a campaign in the UK to stay integral to the lives of small- to medium-sized business owners (SMBOs) and increase brand awareness.

Campaign details

Brand: Intuit QuickBooksAgency: Wieden + Kennedy London

Summary

This is a paper about commitment: seeing it in your customers, respecting it, and channelling it into your brand voice and behaviour.

It's about a brand refusing to 'stay in its lane', claiming an emotional positioning in a category dominated by the functional, and in doing so carving out a deeper and more active role to play for its audience during massive turbulence.

It's about recognising that sometimes the best possible response to tough times isn't to admire your customers, empathise with them, or celebrate them -...

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