Tax is vital to New Zealand life — but let’s be honest — it can be complicated. So we introduced Ivy, Rikki, and friends to explain what to do for the end of tax year.

Challenge

When it comes to the end of tax year, many of us have questions about what happens, and when. Inland Revenue asked us to engage New Zealanders in a quick and efficient way, to get the info they need to carry on with their day, without having to worry about contacting Inland Revenue. We had three campaigns to consider:
  • End of tax year
  • Individual Income Tax Assessments
  • 7 July tax filing
Each campaign required unique messaging (and a highly targeted media approach), making sure there was enough detail without becoming complicated.

Solution

Inland Revenue have in the past used animations of individuals, so we took that foundation and built on it to add more personality to the tone, a stronger visual brand presence, and more relatable characters.

The focus of the end of tax year campaign was an animated video. This video could be viewed in full, while also being flexible enough to be broken down into smaller targeted sections. We developed the two main characters who were fictional Inland Revenue employees, Ivy and Rikki — giving a subtle nod to the IR brand through the first letter of their names. The video advertisements were supported by digital displays across a range of online media and social channels.

In the video, Ivy and Rikki meet New Zealanders to discover their different income circumstances and explain what they need to do for the end of tax year. These down to earth interactions were easily understandable and depicted real-life scenarios, all with the ‘know what to do’ message which encouraged viewers to visit the Inland Revenue website for more information.

Whakapā mai | Get in touch

We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.

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Whakapā mai | Get in touch

We are Hemisphere. We're curious and creative. We're experts in strategy, creative, digital, media and culture. Let's talk about what the Hemisphere difference can mean for you.

58-60 Oriental Parade, Te Whanganui-a-Tara Wellington
kiaora@hemisphere.nz
04 384 5994

Hemisphere Media
Hemisphere Digital
Hemisphere Insight