H&R Block says it’s ready to help consumers through this year’s complicated tax season in new ads

H&R Block has recognised that the big questions surrounding tax time have changed this year, and is reassuring Australians that it will be there to support them.

A new campaign from The Works has different Australians posing questions such as “I’m working from home, what can I claim?” and “What are the tax rules around Job Seeker payments?”

Through the campaign, H&R Block’s marketing and digital innovations director, Louise Cummins, wanted to show that the team was ready for Australians’ tax challenges.

“With significant changes to personal and business incomes, working from home arrangements and financial government support programs, we know more Australians than ever will have big tax questions this year,” Cummins said.

“We wanted to show our tax experts across the country have the answers and are ready to secure maximum tax refunds. We’re excited that this campaign speaks to what our clients want during this time and what H&R Block can deliver.”

Douglas Nicol, creative partner at The Works, added: “The coronavirus pandemic has driven changes in many aspects of our lives, and tax time this year will be no exception. This is a deliberately functional and empathetic campaign based on a territory that H&R Block can own.”

The campaign will appear on TV, digital, radio, social, content and PR. Media has been executed by PHD.

“We noticed early on in the pandemic that search behaviour across both Google and H&R Block sites had shifted significantly this year,” PHD business director, Jack Geddes, said.

“While the questions surrounding tax tend to change every year, the volume and unique nature of enquiry this year signalled the need for a new approach. Campaign messaging has shifted and we have built out a new content hub across the H&R Block site to ensure these questions can be answered easily by their experts.”


Client: H&R Block
Marketing and Digital Product Director: Louise Cummins

Creative agency: The Works
Content and production agency: Daresay
Media agency: PHD
PR agency: Frank PR


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