Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

H&R Block
Procrastination

RAN IN: United States

CLIENT
H&R Block

Jerod Laughlin - VP, Digital & Online Mktg.
Amy Hu - Online Mktg.

AGENCY
Fallon *Lead Agency

Bruce Bildsten - Executive Creative Director
Nicki Earley - Integrated Producer
Anna Kelly - Acct. Supervisor
Dain Larson - Art Director
Chris Lawrence - Director, Acct. Services
Marc Mason - Acct. Director
Julianna Simon - Planning Director
Marc Stephens - Digital Creative Director


SUMMARY

In the world of online tax, H&R Block's reputation in professional tax preparation is a hurdle, not an advantage. In 2013, facing a slow season and formidable competition, the key to winning the digital tax filer was winning the last weekend of the season. By acknowledging - and rewarding - the proclivity to procrastinate, we established a seamless link so taxpayers could file with H&R Block before time ran out. Viewers opted in to extend a series of self-aware, humorous digital video snippets - each ending with a gentle prompt to file now.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Not Applicable,Not Applicable,Not Applicable

Audience: Men,Women

Objectives: Market share - increase

Type: Business-to-Consumer

Classification: National

Language: English