SITUATION
The largest income tax preparer in the country’s dominance in the Hispanic market was in steep decline and challenged by CPAs and mom-and-pop tax preparers. Of course, no one gets excited about doing their taxes, but everyone loves a refund. So, we created a sweepstakes campaign around the “refund” season.
More Work
To generate anticipation for a big tax refund from H&R Block, MARCA created a reggaeton music video by Wisin, an icon of urban Latin music. It featured an attractive Sweepstakes offer with a total prize pool of $32 million. The refund season promised to be all about the money. Simple Key Message: “It’s refund season and H&R block is giving away $1000 to a thousand winners every day for a month”
The “Billete” music video was a huge hit. Hispanic tax preparations by H&R Block increased that year by more than 5%. Our campaign contributed to H&R Block’s 18 million US tax returns, a substantial increase versus the previous year.
