PARSIPPANY, N.J., Jan. 4, 2012 // PRNewswire // -- Today, Jackson Hewitt Tax Service Inc. launched a fully integrated national advertising campaign to open the 2012 tax season. Branded with the tagline "Jackson Hewitt's How You Do It(SM)," the new campaign introduces an emotion not typically associated with filing a tax return - joy.
"Looking at the tax services category, it became clear that no brand was connecting with the positive emotion a high percentage of filers experience every year at tax time," said Debra Dowd, chief marketing officer, Jackson Hewitt Tax Service Inc. "Showing customers' 'tax refund joy' is a highly desired feeling tax filers are seeking, and one that customers tell us they experience at Jackson Hewitt. And it's a feeling that's often shared with their neighborhood tax preparer when they come in to do their taxes - a trusted person who is really on their side to get them the best possible outcome."
With approximately 75 percent of taxpayers eligible to receive a refund, tax time is an event many clients look forward to. Jackson Hewitt tax pros strive to deliver the best possible outcome for their clients, especially since they are rooted in the communities they serve and understand what clients are up against in this challenging economy.
Jackson Hewitt worked with Atlanta-based advertising agency 22squared to capture customers' tax refund joy and infuse a fresh element of entertainment and pop culture into this year's campaign. Featuring Montell Jordan's Billboard No. 1 R&B song "This Is How We Do It," the campaign's two 30-second television commercials showcase taxpayers dancing with excitement after learning about their tax refunds.
"Jackson Hewitt is a challenger brand, and going into tax season, they're not going to play by category rules," added Richard Ward, president and CEO, 22squared. "We're confident this approach will strike a chord with consumers and position Jackson Hewitt as the tax preparer that shares in its customers' tax refund joy."
The campaign includes television, radio, digital (including a redesigned jacksonhewitt.com, online social media and a new mobile app), out-of-home and in-store components. As part of the integrated campaign, Jackson Hewitt will also reach taxpayers through its partnership with Walmart, where Jackson Hewitt operates kiosks in approximately 2,800 locations nationwide. Select marketing will be tagged with Walmart messaging, and an in-store presence will appeal to customers and associates.
Based in Parsippany, NJ, Jackson Hewitt Tax Service Inc. is an industry-leading provider of full service individual federal and state income tax preparation, with franchised and company-owned office locations throughout the United States. Jackson Hewitt Tax Service® also offers an online tax preparation product at www.jacksonhewittonline.com. For more information, or to locate the Jackson Hewitt® office nearest to you, visit www.jacksonhewitt.com or call 1-800-234-1040. Jackson Hewitt can also be found on Facebook and Twitter.
22squared is a 90-year-old independent agency with a startup mentality. We help our clients cut through complexity with a black and white perspective that clearly defines what a brand is for, and against. A perspective that consumers can get behind and talk about. We apply this approach and other proprietary conversation strategies to create exponential ideas for Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida's Natural Growers, Publix Super Markets, Inc., Shoe Carnival, Southeast Toyota Distributors and other iconic brands. If you'd like people to start talking about your brand, check us out at 22squared.com. We're looking forward to the challenge.
David G. Weselcouch
Jackson Hewitt Tax Service Inc.
CooperKatz & Company
SOURCE Jackson Hewitt Tax Service Inc.