H&R Block
THE CONTEXT
A low level of familiarity and a reputation as an English-speaking brand resulted in a much lower level of business in Quebec during the key tax period, while branches in English Canada were very popular.
WHAT WE DID
- CREATIVE
- PRODUCTION
- SOCIAL NETWORKS
$1340 IS THE AMOUNT EACH EMPLOYEE WOULD HAVE LOVED TO GET BACK AS A TAX REFUND
OUR SOLUTION
We created a unique campaign for the Quebec market, based on the notion that we tend to trust the recommendations of our friends. The testimonial format chosen and its use on multimedia platforms allowed us to solidify the link between the brand and Quebecers. The overall objective was to generate an increase in clients.
THE RESULT
The campaign created specifically for the Quebec market has produced several positive results: an increase in the level of familiarity, a boom in clientele at the branches, and more tax returns prepared at H&R Block in Quebec. Mentions of an anglophone company were eliminated in focus groups. This Quebec campaign generated the best advertising return on investment at the time in North America for H&R Block.