TurboTax Focuses On Latino Empowerment in New Hispanic Integrated Marketing Campaign

“El Chupacabra,” and Multiple Latino Social Influencers Join TurboTax
on its Mission to File with Confidence and Overcoming Fears of the
Unknown When You File Your Tax Return

SAN DIEGO–(BUSINESS WIRE)–TurboTax®, the nation’s
leading online tax preparation service from Intuit
(Nasdaq: INTU), announced today the launch of its new
integrated Latino marketing campaign aimed at giving Latinos the
confidence that with TurboTax their taxes are done right with a
guaranteed maximum refund. The integrated program includes TV, radio and
digital advertising, community events and social media activations, in
both English and Spanish, to ensure relevancy among acculturated and
unacculturated consumers.

“Engaging with the Latino community is a priority for us. For several
years we have embarked on a mission to empower and inform the Latino
consumer about finances and taxes, all while building familiarity and
confidence in TurboTax,” said Greg Johnson, senior vice president of
marketing for TurboTax. “We are proud of the work we have done and are
excited to launch a program that will connect with the Latino community
through a multifaceted and culturally relevant campaign in their
preferred language.”

The Hispanic marketing campaign kicked off with “No hay por que tener
(There’s Nothing to Be Afraid Of) advertising theme. The
campaign addresses the fear of the unknown that stands in the way of
people doing their own taxes. It is a smart, insightful campaign that
shines a light on the things that people are inherently afraid of, like
the legendary Chupacabra,
and playfully shows they really aren’t that scary after all. The spot
also highlights the bilingual product support available on demand – in
English and Spanish. New this year with the launch of TurboTax Live,
consumers will have access to tax advice from real tax experts, CPA’s or
Enrolled Agents in their language of choice and from the comfort of
their living room.

The TV spot creative was concepted by Multicultural agency
GALLEGOS United in collaboration with TurboTax’s AOR Wieden+Kennedy. The
Spanish language spot is running on Univision, Telemundo and Azteca
America among others and will air through the end of tax season.

Supporting national advertising is a multi-channel, integrated effort
that builds on key relationships within the Latino community, including:

  • Educational Community Events: Series featuring financial expert
    and TurboTax spokesperson Orlando Montiel. Themed “Finanzas
    the free events are designed to help Latinos learn
    more about taxes and the importance of having healthy personal
    finances. The events will take place in Dallas, Miami, New York,
    Chicago and Los Angeles beginning this month, in partnership with
  • Influencer and Media Relations: TurboTax also continues to
    engage Latino media leveraging its established relationship with
    lifestyle expert and blogger, Marines Duarte. Additionally, the brand
    is partnering with key influencers & social creators to educate the
    consumer on taxes through creative, authentic content promoting
    TurboTax’s product, offers and benefits.
  • Social Media Campaign: Extending the “No hay por que tener
    (There’s Nothing to Be Afraid Of) campaign into social,
    TurboTax will be launching a social media campaign, #FearlessConTurboTax,
    encouraging people to nominate a friend or family member who is
    fearless and the impact that person has had on their life.
  • #WeAllGrow Summit Sponsorship: For the third-consecutive year,
    TurboTax has partnered with #WeAllGrow Summit to empower and
    help support the event’s vision of elevating the Latino influencer
    community, while celebrating diversity.
  • Key Media Integrations: Through key media integrations on the
    leading networks and Spanish-language programming including
    Univision’s “Despierta América” and Telemundo’s “Don Francisco Te
    Invita,” the brand will be providing insight into the benefits of
    filing taxes with TurboTax.

These are being executed in partnership with GALLEGOS United and
Hispanic public relations agency, Havas FORMULATIN.

Consumers are invited to join the conversation on social media and share
their tax experience using the hashtag #ConTurboTaxPuedes during the tax
season, which runs through April 17th, 2018.

About Intuit

Intuit’s mission is to Power Prosperity Around the World. Its global
products and platforms, including TurboTax,
QuickBooksMint and Turbo, are
designed to empower consumers, self-employed, and small businesses
to improve their financial lives, finding them more money with the least
amount of work, while giving them complete confidence in their actions
and decisions. Intuit’s innovative ecosystem of financial management
solutions serves partners and 46 million customers worldwide, unleashing
the power of many for the prosperity of one. For the latest news and
in-depth information about Intuit and its brands, visit Intuit.com
and follow on Facebook.


Alejandra Molinari, 858-215-9474
Andy Checo, 646-762-8719