For years, Intuit QuickBooks has been the challenger in Australia in the cloud-based accounting and financial management software category. But when the incumbents get complacent, the challenger sees an opening – and Intuit QuickBooks is seizing its moment. With Xero’s recent price hikes sparking doubt among accountants, QuickBooks has one simple message: Take another look.
The challenge was to overcome deeply entrenched perceptions. In-depth qualitative research with accountants around the country revealed many of them had deep scepticism based on their limited experience of the product many years ago. Despite the hyperbolic, product-led jingles of the category, some accountants thought Intuit QuickBooks wasn’t worth reconsidering. But in reality, QuickBooks has evolved into an integrated suite of solutions that seamlessly manages workflows, automating tasks and empowering collaboration – all while giving accountants back their most precious asset – time.
To trigger a reappraisal, Intuit QuickBooks and R/GA Australia launched a campaign that does what most brands wouldn’t dare – it confronts the negatives of the past head-on. The QuickBooks Re-Review leans into old perceptions, reviving past reviews – only to dismantle them with undeniable proof. Intuit QuickBooks is now efficient, powerful, and built to make their lives easier.
Seamus Higgins, chief creative officer at R/GA Australia added, “If someone has had a negative perception of you for a long time, you can’t expect to win them over by saying,
‘Hey, look at me, I’m great now’. Yes, you’ve got to earn their attention. But more importantly, you’ve got to earn their trust. I have huge respect for Intuit QuickBooks for being bold enough to go on that journey.”
The campaign aiming to switch behaviour is working. More accountants than ever recognise Intuit QuickBooks as a real contender. Interviews with accountants revealed a saving of up to 30 hours a week using QuickBooks when one firm compared it to previous accounting software, another reporting year-end compliance that once took four hours now takes just four minutes.
“We approached this campaign from an accountant-first perspective, listening to their feedback on past inefficiencies and old reviews” said Kirsty Hollis, senior brand manager at Intuit QuickBooks. “With over 100 product and feature improvements and an influx of positive reviews today, we felt it was time to shift those long-held beliefs and invite accountants to take another look at QuickBooks. “
Will Chapman, managing partner at Avenue C, that ran the campaign’s media, stated, “We have the challenge of ensuring that our message is seen by accountants, but reaching them isn’t enough without a bold, stand-out message. The QuickBooks Re-Review is exactly the brave approach we need to grab the attention of our core target and ensure that they give QuickBooks the second chance it deserves.”
Credits
Client: Intuit QuickBooks
Senior Brand Manager: Kirsty Hollis
Director Marketing and Sales: Kieren Hutchings
Acquisition Marketing Lead: Kate Alderding
Head of Performance Marketing: Jess Thorning
Senior Marketing Manager: Jared Brintz
Creative Innovation Company: R/GA Australia
Managing Director: Victoria Curro
Chief Creative Officer: Seamus Higgins
Creative Directors: Drew Singleton & Rachel Blacklaws
Group Account Director: Josh Agnew
Executive Content Producer: Kyle Belcher
Senior Producer: Sebastian Leat
Executive Strategy Director: Marie Conley
Strategy Director: Phil Johnston
Production Partner: Entropico
Director: PAXI
Executive Producer: Kyle Blanshard
Producer: Shayle Guillory
DOP: Cem Hizli
Photographer: Evo
Media Agency: Avenue C, Sydney
