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.

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.