2nd Story Software®, the Makers of TaxACT®, To Tell Its Universal Story of Free to Super Bowl Audience
17 Janvier 2012 - 8:14PM
Business Wire
TaxACT, a giant in the digital tax preparation industry most
recognized for its free federal tax solution, is making its Super
Bowl debut with a commercial about the human truth of free.
Get a sneak peek of TaxACT's Super Bowl
Commercial at free.taxact.com (Photo: Business Wire)
TaxACT introduced the first free federal tax preparation and
filing solution for all taxpayers during the 2005 tax season.
Today, it remains the only free product that includes forms and
schedules necessary for many complex returns filed by millions of
customers each year.
2nd Story Software’s marketing efforts have historically focused
on online advertising with some television. The company made the
bold leap to the Super Bowl this year in order to cut through the
industry’s loud advertising noise, particularly in the case of free
tax products.
“Our message that TaxACT Free Federal Edition is truly
free for everyone is relevant for all taxpayers,” said Kris
Peterson, Vice President of Marketing at 2nd Story Software. “Given
that the Super Bowl reached a total audience of 88.7 million
viewers between the ages of 18 and 54 last year1, the Super Bowl is
the ideal platform to deliver our message.”
The commercial uses a courageous and gutsy story to put viewers
in touch with the feeling of being totally free at emotional,
physical and psychological levels. Dave Morton, president of J.W.
Morton & Associates advertising agency, said, “It’s great that
2nd Story Software is being so bold and confident. The Super Bowl
is bold and so is the concept."
The commercial’s free message immediately resonated with all
parties involved in the commercial, making for a one-of-a-kind
experience. Director Wayne Craig of Mechaniks production company
said, "Everyone involved in the project from start to finish was
infected by the story and bought into the vision. I believe after
watching the ad, the audience will understand beyond a shadow of a
doubt that TaxACT really does help people. The company behind it
has a great sense of humor, they're down to earth, and they have an
unbelievable free product."
Although the plot will remain under wraps until the commercial
airs on February 5, 2nd Story Software is building up to it through
a comprehensive marketing campaign spanning web, email and social
media channels. The build began with the start of Feel the Free
Fridays Sweepstakes on January 5, the same day final versions of
TaxACT were released. The sweepstakes introduces participants to
TaxACT’s “totally free feels good” message and engages them in a
conversation about free with thousands of others.
A new TaxACT web site, free.taxact.com, was launched today. The
interactive web site builds excitement for the Super Bowl
commercial and football game while reinforcing its free message.
The site features sneak peeks of the commercial, offers the
opportunity to enter and engage with other participants in the Feel
the Free Fridays Sweepstakes, and tests visitors’ football
knowledge.
The commercial can be viewed in its entirety on the site
immediately after airing on game day.
Like 2nd Story Software, this is the first Super Bowl commercial
for Craig, J.W. Morton & Associates, Mechaniks, and Independent
post production company of Milwaukee, WI.
About 2nd Story Software and TaxACT
2nd Story Software, the makers of TaxACT, is a privately held
company founded in 1998 and critically acclaimed as a leader in
developing affordable tax preparation software and Web-based
services directly for consumers, business owners and tax
professionals. TaxACT has been the 2nd most visited online
destination for tax preparation services for the past six
consecutive years2. Since 2000, TaxACT Online has assisted with
more than 20 million e-filed federal returns. TaxACT is 100% made
and supported in the U.S. Learn more about TaxACT at
www.taxact.com and in the Press Center
at www.taxact.com/press.
About J.W. Morton and Associates
J.W. Morton and Associates is a full-service Cedar Rapids
advertising agency founded in 1984. Agency services cover the
gamut, from public relations to TV advertising to branding and all
points in between. Their roster of clients represents a diverse
range of industries including software and technology, healthcare,
food service, agriculture and banking, to name a few. Learn more
about the agency at jwmorton.com.
About Mechaniks
Mechaniks is a full-service production company based in Venice,
California founded in 2002. Mechaniks represents an A-list
roster of nationally and internationally recognized
directors, and is actively engaged in the production and
development of commercials, branded content, TV and full-length
feature films. More can be found at www.mechaniks.com.
1 Source: Nielsen Media Research, Live + 7 Data, 2/6/11,
Fox Super Bowl XLV, P18-54 TA (000) with a viewing
qualifier of 6 minutes.
2 According to collective week end reports for taxact.com and
taxactonline.com released by Hitwise™ during the 2005, 2006, 2007,
2008, 2009 and 2010 tax seasons.
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