Project
The Tax Institute
Brand & acquisition
campaign
The centre of the tax conversation
The Tax Institute (TTI) is a leading tax forum in Australia dedicated to educating and furthering the development of tax professionals. Established in 1943, they have a loyal membership base but found that their numbers have held steady more than grow. A new strategy was needed to build their name among the up-and-coming generation of tax professionals and, above all, tell Australians who they are.
SomeOne helped TTI launch their first-ever integrated brand campaign to coincide with the celebration of 80 years of industry involvement, including a hype video that debuted at their annual keystone event, The Tax Summit. As part of the team, I was involved in copywriting, campaign identity & rollout, guidelines, social media strategy, and storyboarding.
In collaboration with strategic partner, Kate Leury Nielsen, we worked through a multitude of pre-conducted research to pluck out defining insights into the needs and behaviours of existing members, professionals (tax and other financial services), and most importantly new generation graduates on the fence about their career moves. This led to the proposition, ‘You can’t talk tax without the tax institute’, which manifests itself in the campaign through the line, ‘The centre of the tax conversation’.
The campaign unabashedly touts The Tax Institute loud and clear by quite literally being the centre of the conversation. With language as the main driver, it sets out to qualify all the ways you can ‘talk, walk, live, work, feel and experience’ tax. Though the concept is simple, it gives TTI the opportunity to be brave and flexibility to adapt their messaging, target specific audiences and react to topical issues as they arise with bold supporting visuals to disrupt the inundated industry tropes of suited people.
Details
Project
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Design — Michelle Jin, Tom Dabner
Motion — Ben Holden, Tom Dabner
Sound — Smith & Western
Results
2.4 million impressions
on paid advertising activity over 2 months
Out-performing click-rate
for ads featured on AFR performed well above average
60% of people
watched the TVC to completion online