TurboTax® is launching a new, integrated marketing campaign developed to empower the Latino community to take charge of their finances, starting with their taxes. The campaign includes TV and digital advertising, media integrations, community events, influencer engagement and social media activations that showcase how Latinos can benefit from the simple step-by-step guidance and expert help on-demand offered by TurboTax.
The campaign “Relájate, Tienes TurboTax.” (Relax, There’s TurboTax) began in early Jan. with Spanish-language television spots featuring actress Karla Souza and retired baseball player David Ortiz. The ads demonstrate that with TurboTax, taxpayers are in charge, but not alone, as they prepare their taxes. That’s because only TurboTax includes SmartLook™, providing customers in-product access to a live, one-way video connection to a bi-lingual TurboTax expert or credentialed CPA or enrolled agent, to get real-time, personalized answers. The spots, running on Univision, Telemundo and Azteca America among others, will air through the end of the tax season.
“The Latino community continues to grow in size and influence, and we are committed to doing more to educate and engage Latinos in meaningful and culturally relevant forums,” said Greg Johnson, senior vice president of marketing for TurboTax. “We are proactively engaging Latinos, in their language of choice, using trusted platforms and recognizable faces to break down barriers. Our combined efforts work to address lower comfort with the U.S. tax system, unfamiliarity with tax software and fear of being alone using TurboTax, while building trust and confidence in their own ability to take control of their finances and taxes.”