"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'."
Cloud-based accounting software package Intuit QuickBooks is encouraging accountants to "take another look" following Xero’s recent price hikes.
QuickBooks biggest challenge was overcoming deeply entrenched perceptions after in-depth research revealed that many accountants around the country had deep scepticism based on their limited experience of the product many years ago.
Intuit QuickBooks and creative innovation company R/GA Australia launched a campaign which confront the negatives of
the past head-on, in a bid to spark a reappraisal.
The QuickBooks Re-Review leans into old perceptions, reviving past reviews – only to dismantle them with proof that Intuit QuickBooks is now efficient, powerful, and built to make their lives easier.
"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."
"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'," said Seamus Higgins, CCO at R/GA Australia.
"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."
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:
Managing Director: Victoria CurroR/GA Australia
Chief Creative Officer: Seamus Higgins
Creative Director: Drew Singleton
Creative Director: 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
Production Designer & Stylist: Jess Jacob
Photographer: Evo
Talent: Blessing Mokgohloa
Casting: Daniel Berini
Media agency: Avenue C, Sydney
Managing Partner: Will Chapman
Managing Partner: Melissa Mullins
Business Director: Anna Cox
Media Director: Clare Zappia
Digital Director: Chris Zoomerschoe
