H&R Block has rolled out its new brand platform, Fascinated By Numbers, with the renewed positioning and accompanying messaging being showcased within a series of advertisements. Developed by Saatchi & Saatchi, the fresh stance and work aims to elevate the brand out of the transactional world of tax, into a more emotional and intelligent cultural space.
Generally people see tax as confusing, complicated and even boring, yet, it plays an integral role in everyone’s lives.
The campaign serves to highlight H&R Block’s expertise in the field, with its intelligence, passion and long-term outlook to tackle the most complex of tax processes.
“We’re proud to stand by the new messaging as it speaks true to the core nature and ethos of the company. Whilst the general population is often overwhelmed by the idea of tax, we love it. You need to be fascinated by numbers to see the potential it allows,” commented Melinda Spencer, H&R Block’s marketing director.
“With H&R Block being the only major consumer brand in the tax return market, it was important to establish a strong connection with the public and deliver above and beyond what they’ve typically come to expect from tax accountants.”
Saatchi & Saatchi was the creative driver for H&R Block’s fresh stance. The new advertisements that depict H&R Block employees captivated by numbers in everyday scenarios will be rolled out across multiple platforms including radio, digital and TV.
As part of the media strategy, developed by Unity, the campaign launches on Sunday July 3 with 30 second TVC spots across all news programs to capitalise on audience interest post-election. Furthermore the strategy will leverage spots in Masterchef on Ten as it enters its final weeks, and all sporting codes including NRL, AFL, Tour de France, Rugby Union, and of course the second week of Wimbledon.
Our positioning will be further amplified by broadcast integration in Rugby Union on Fox Sports and Wimbledon on Seven.