Liberty Tax is the nation’s leading tax preparation company that prides itself on the quality of people that are the make up of the company and the heart of the organization. The 2013/2014 national TV campaign’s goal was to showcase the people behind the name, Liberty Tax Service.
The “Our Product is Our People” tag line was developed for Liberty Tax
by the Auroris Media creative team. Our team then proceeded to find the best stories among the people that are Liberty Tax- from tax preparers to managers to franchisees.
The Auroris crew first traveled to New York in 2013 where the spots were filmed connecting the powerful brand of Liberty Tax, and the people representing Liberty in New York, with an American icon, the Statue of Liberty. The 2014 campaign was later filmed in various places, from the mid-west to L.A., showcasing the brand of Liberty Tax Service through powerful personal stories of its people.
The 2013 New York TV spots were incredibly well received by the general public. The areas of the country where the spots run saw a significant increase in sales and number of tax returns prepared. Featured franchisees had the very best year of sales to date after the run of the campaign. A decision was made to expand the campaign and run it in 2014 as well, featuring a wider variety of Liberty people and stories.