H&R Block campaign plays on taxpayers fear of missing out in ‘multimillion dollar’ campaign

Tax agent H&R Block will play on people’s fear of missing out as a new marketing blitz targets the increasing number of consumers who complete their tax return online.

The three-month campaign, created by Joy, features the tagline ‘we don’t miss a thing’ and includes four TV spots along with out of home, radio, digital, print and in-store activations.

It warns Australians they could miss out on refunds if they fail to take professional advice.

The multi-million dollar campaign, that will roll out across all major metro and regional markets, will target under 45s, increasing numbers of whom are deserting tax agents in favour of filling out their returns themselves.

The TV ads feature a street setting containing  a number of camouflaged images, which are identified by a man who appears to be an accountant. The voice over says: “What is hard to spot for some is blindingly obvious to us.”

H&R Block managing director Brodie Dixon said:  “There are many tax deductions that may not be identified by do-it-yourselfers and that is where H&R Block steps in. We don’t miss a thing when preparing our clients’ tax returns to get the most out of their refunds.”

It will aim to “put the non-sexy topic of tax returns on the consumer’s agenda”.

“The ‘We don’t miss a thing’ campaign hits at the heart of our fear of missing out, in this case on something that hits our back pocket,” Joy general manager Simon Ludowyke said.

“Nearly every Australian in gainful employment struggles with tax returns this time of year. Let’s be honest, it’s the last thing you want to think about. Our team created a concept based on the all too present knowledge that, somewhere in the maze of red tape and bureaucracy there are savings to be found.”

Younger tax payers will also be targeted with an outdoor campaign running at universities.


H&R Block Managing Director: Brodie Dixon

H&R Block Marketing Manager: Marina Elyeh

Executive Creative Director: Christy Peacock

Copywriter: Lauren Ami MacDonald

Art Director: Vanessa Robinson

Designer: Roberta Cicerone

Producer: Sarah Cowen

Producer: Jeff Edwards

Account Director: Vittoria Faro

Account Executive: Sophie Van Geldermalsen

General Manager: Simon Ludowyke

Director/Head of Strategy: Andrew Wynne

Production Company: Revolver

Director: Matt Devine, The Glue Society

Executive Producer/ Managing Director: Michael Ritchie, Revolver

Producer: Serena Paull, Revolver

Photography: Simon Harsent, Pool Collective

Sound Engineer: Stuart Welch

Sound: Sonar Music

Editing: Dan Lee, The Editors

Post production: Heckler




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