Project: Intuit QuickBooks
What do you do when you have most of the marketshare and need to convince your customers to upgrade? You hit them emotionally.
Intuit’s flagship QuickBooks product wasn’t going to have a ton of new features for this particular year. But it would be a huge upgrade for those who bought the product a couple of years ago. So to convince them, we used a fundamental insight about small business owners: they’re doing this out of love.
Here is our write-up introducing this campaign:
A wise man once said that if you love what you do, you will never work a day in your life. But, unfortunately, working for a small business that you love still requires doing things that you don’t. QuickBooks understands that your heart is not always in your books and we don’t think it should have to be. That’s why QuickBooks 2013 comes with tons of upgrades and improvements that love you back by getting you through those mandatory tasks, and leaving you with more time to do the things you actually enjoy.
Medium: Email campaign and microsite
Role: Group creative direction
Date: April 2012