Intuit | ONE
In short, Intuit is the one-stop-shop for the best financial SaaS platforms for both business and personal.
The Challenge
A lot of people know the name TurboTax. A lot of people know the name Quickbooks. And a lot of people know the names Mint and ProConnect. But not a lot of people know that all of those brands fit under the umbrella of Intuit. That was their problem…and they needed us to fix it.
The Approach
Intuit had already been working on their rebrand to help people see the design similarities between their brands, so it was on us to bring those to life and reveal the connective tissue between each one. That being the case, it only made sense to dive back into the draft designs and show the transformation of each logo in the same style. This project was a true delight from start to finish and Intuit was equally delighted with the result!
Live Keynote – Money 2020
The Challenge
Our partners at Intuit came to us with the desire to create an interactive keynote to accompany their GM, Dan Wernikoff, and VP of Product Management, Varun Krishna, as presented their new app, Turbo at the Intuit Money 2020 Conference in Las Vegas. The catch? That presentation was a little over a month away and contained 10 full minutes of content. Challenge Accepted.
The Approach
The first thing we did was touch base with an in-person meeting at the Intuit offices with all of the key players present. They gave us all of the information we needed to get started, and the collaboration never stopped. Since the actual presentation had not been written yet, we had the opportunity to outline the flow of the keynote based on the story they wanted to tell. Our creative directors sat down, imagined themselves as the General Manager of Intuit, and started writing a presentation to inform the visuals we created.
Look Development
The approach we took to landing on a visual direction was informed by their Turbo app UI, as well as branded colors and visuals that would be enough to keep the audience engaged, while not distracting from the innovative and inspiring product that was being presented. We began with some iterations of the overall look, and made sure their beautifully branded UI was the hero of the story.
The Execution
The actual execution of this piece was a delicate balance, as many of the product’s details were still being locked in while we worked. To keep up, we worked on each scene as they were approved by the client rather than chronologically. We pulled some of our best collaborators onto the job, including international talent that kept the project running day and night. We leaned into our great relationship with the Intuit creative team for frequent, incremental reviews, rather than sending the entire 10 minute talk back and forth for every little change. This flexibility helped us provide a keynote that was detailed in its animation quality, but stayed up to date as details changed into the 11th hour.
Social Video Campaign – TurboTax
TurboTax Gets Social
As long-time fans of Intuit, we were thrilled when they asked us to create short (I mean, really short) videos for their TurboTax social campaign. After working with them over the last few years on product videos, we knew this was going to be a little different. Not only was it important to keep their brand messaging in tact, but these videos could only be be fifteen seconds (instead of the typical :60 – :90 product videos), and they needed to quickly connect some fun and familiar emotions to the TurboTax brand.
After some long hours (and hilarious conversations) we developed sixteen, fifteen second spots that not only are exceeding the business goals of the campaign, but bring a smile to our faces every time we watch them.
Social Format
Since we believe that the best companies succeed because they shine in each stage of the customer lifecycle, we worked hard to make sure these videos excelled in the social arenas where lots of TurboTax’s existing and potentially new customers hang out. This meant that the videos not only needed to catch their attention, but they had to be shot in just the right way where they could play across multiple platforms and devices.
“When trust is high, there’s more freedom to create.”
Building trust with brands takes time, hard work and consistency. Once that trust is earned, however, you are often granted the freedom to create at a whole other level. This was the case with TurboTax and their 2016 Social Video Campaign. And once we got the “go ahead” we were stoked! All we had to do was come up with great ideas, write compelling scripts, and produce 16 videos that achieved the goals that were set. So that’s what we did.
This wasn’t the only TurboTax project we worked on this year...
TurboTax Product Animations
The Reward
In addition to the social-facing videos, we created a series of product walkthrough animations. These might not look like much, but they’ve been a valuable asset for TurboTax in demonstrating various parts of their product. And you know it’s a great project when the client gives you cupcakes.
Product Ad – TurboTax Live
Intuit’s TurboTax Live is the new way to do taxes, because now you can do your taxes with a real CPA or EA on demand.
The Challenge
The biggest challenge this video needed to overcome was FUD (fear, uncertainty, & doubt). We were told that on average, most people trust TurboTax, but the instant something feels even remotely complex, FUD sets in, and they bounce. We needed to fix that.
The Approach
So we pitched a concept that encapsulated the three biggest concerns a simple assisted tax filer might run into…
How can I be confident my taxes will be done right?
How can I be confident I will get every single deduction?
How can I be confident that I will get my biggest refund?
We then implemented those three concerns into a narrative of “moments” that showed how having a live CPA easily removes ALL of those concerns.
We also created a social looping cutdown seen below…
The Result
Just a few weeks into launch and this video has already racked up almost 2 million views and successfully helped decrease FUD among their primary target. Right on, Rita.