TaxScouts
Grabbing attention in the ‘tax stress’ period
TaxScouts asked us to create concepts to grab people’s attention in the run up to the January self-assessment deadline
– a stressful time for many people.
We began by interrogating the brand personality and getting under the skin of the compelling TaxScouts offer.
It’s an exciting challenger brand that saves people a lot of money, takes away stress and simplifies a process many find intimidating.
The brief to us was to take our learnings and apply them to creative concepts that would capture people’s attention in the period
before the January 31st deadline.
We came back at Stage One with 15 conceptual platforms, each populated with concepts, including ‘It’s a minefield’, ‘Things people would rather do than self assessment’ (e.g., 1. Stick hot pins in their eyes, 2. Walk barefoot over broken glass, 3. Eat kangaroo testicles, 4. Have a root canal, 5. Anything), as well as the idea of ‘…or use TaxScouts’.
At Stage two we fleshed out three of the routes (‘Things people would rather do, ‘…or use TaxScouts’ and a third called ‘Tax relief’).
This demonstrated that ‘…or use TaxScouts’ was the best platform concept.
We went from there to agree the final executions to appear on the London Underground, website, and social media.
Tube cards
Targeting London commuters.
Social ads
Bringing the idea to life with simple video executions.
