THE BRIEF
To create an experiential engagement that is informed by the big idea of ‘Don’t like queuing, iTax ni Rahisi. (iTax is easy)’
THE JOURNEY INSIGHT
People hate queues, even more if the purpose of queuing is to file a tax return. This phenomenon is usually experienced during the last minute rush to beat the deadlines.
THE IDEA
The creative idea of bringing to life the frustration and hassle of queuing in line to fill out one’s tax returns versus doing it the hassle free iTax way. This was brought out in 2 relevant consumer touchpoints: Street activations & Mall Activations, converting recreation spots to iTax centers, keeping with the brand theme – ‘iTax ni Rahisi.’
RESULTS
Surpassed Reach Target by over 100% , by engaging consumers to log into the platform and file their taxes.