Now Taxes
In partnership with Turbo Tax, the Raptors this program tapped into the teams 30th anniversary excitement to connect with Gen Z fans with nostalgic storytelling and financial empowerment. Facing the challenge of making tax filing feel approachable, TurboTax positioned itself as a trusted ally for simple filers by blending authentic moments with actionable value.
THE PROBLEM
Despite strong category growth, TurboTax was losing market share among Gen Z simple filers.
THE ASK
Launch an integrated partnership campaign that effectively communicates TurboTax core offerings to Gen Z fans and drives consideration during this year's tax season.
CREATIVE INSIGHT
Gen Z wants control over their money, but taxes feel like a high- stakes game where one mistake can cost them. They need a simple, confident way to play it smart.
THE IDEA
"Some Things Are Timeless" A dynamic digital partnership between TurboTax and the Toronto Raptors that taps into Gen Z's passion for basketball, positioning TurboTax as a trusted tax partner while linking smart financial decisions to the confident spirit of the game.
The
Results
THE Results
This is the power
of partnerships
