Youtube VideoSpecial Group won the NZ Tax Refunds account following a competitive pitch late last year. And it's relaunched the brand with a campaign that celebrates the joy of an unexpected windfall and aims to differentiate it from the crowd of “me too” brands that now clutter the category.
Special Group's managing partner Michael Redwood says NZ Tax Refunds was a pioneer in what is now a highly competitive market. But rather than talk about the mechanics of how to get a refund, the campaign focuses on the moment of spontaneous elation that comes with a tax rebate. And it's doing it through an ownable brand device called the WooHoo moment.
The launch campaign comprises a series of TV (directed by Nic Finlayson of Finch), radio and digital executions, and includes a full redesign of the website and every aspect of the customer experience.
“NZ Tax Refunds has a great proposition," says Redwood. "93 percent of customers have overpaid their tax, and the average refund is $339. They are a very smart company, having been ranked 30th in the Asia Pacific Deloitte Tech Fast 500, and this campaign will reinforce their category leadership status.”
NZ Tax Refunds founder and chief excecutive Cilla Hegarty says the company was impressed with the creative concept and celebrating WooHoo moments is something it is instilling across the entire business.
"Early results are positive, indicating another strong year of growth in an increasingly competitive market," she says.