H&R Block: Procrastination
Challenge: Grab the attention of the 50 million people who put off doing their taxes until the last two weeks before they are due.
Solution: Research and data pinpointed our target audience and their favorite place to procrastinate: YouTube. A rich media buy the week before taxes were due gave us the opportunity to create an immersive experience for users. Our idea: create an interactive ad that let users procrastinate just a little bit longer…
Procrastination case study:
Many users got so hooked, they clicked “Procrastinate” over and over and viewed all 50 scenarios of the 5-10 second clips of our slacker procrastinating. If users clicked “Start Your Taxes” at any point, they were sent to hrblock.com to quickly and easily do their taxes. On YouTube, the interaction rate was 7 time the industry standard, hitting over 475,000 hours of viewing in just one day. The YouTube media buy was supplemented with a targeted media buys on Hulu and other high-impact sites.
