Inland Revenue’s Tax Refund Workout proves it’s possible to get Gen Y to care about tax – with a little light jazzercise.
Inland Revenue needed to persuade 18-34 year-olds to check if they were owed a tax refund and to do it the right way, through myIR.
The Tax Refund Workout is a series of web films and online display ads that use humour and nostalgia to get this hard to reach audience to follow three easy steps.
The spandex-clad instructors’ infectious optimism, combined with the appealing possibility of cash in the hand, meant Inland Revenue achieved excellent results from the campaign.
myIR registrations for individuals went up 36.6%, there was a 39.1% increase in people requesting their personal tax summaries, and an impressive 42.9% increase in personal tax summaries confirmed online.