Intuit QuickBooks campaign confronts negative reviews via R/GA Australia

Intuit QuickBooks has teamed up with creative innovation company R/GA Australia to launch a campaign that does what most brands wouldn’t dare: confront the negatives of the past head-on.

As the challenger in the cloud-based accounting and financial management software category in Australia, Intuit QuickBooks is leaning into old perceptions, reviving past reviews – with the aim of dismantling them with undeniable proof that it is now efficient, powerful, and built to make their lives easier.

The challenge? Overcoming deeply entrenched perceptions. In-depth qualitative research with accountants around the country revealed many of them had deep scepticism based on their limited experience of the product many years ago.

The campaign aims to highlight how QuickBooks has evolved into an integrated suite of solutions that seamlessly manages workflows, automating tasks and empowering collaboration - all while giving accountants back their most precious asset - time.

Intuit QuickBooks and R/GA Australia launched a bold campaign that does what most brands wouldn’t dare: confront the negatives of the past head-on. The QuickBooks Re-Review leans into old perceptions, reviving past reviews – only to dismantle them with undeniable proof. Intuit QuickBooks is now efficient, powerful, and built to make their lives easier.

But the QuickBooks Re-Review isn’t just about revisiting old critiques; it’s about shifting behaviour. Those taking a second look are switching to QuickBooks, creating a ripple effect that’s encouraging others to follow suit and reconsider their views. Now, more accountants than ever recognise Intuit QuickBooks as a real contender.

Interviews with accountants revealed a saving of up to 30 hours a week using QuickBooks when one firm compared it to previous accounting software, another reporting year-end compliance that once took four hours now takes just four minutes.

"We approached this campaign from an accountant-first perspective, listening to their feedback on past inefficiencies and old reviews” said Kirsty Hollis, senior brand manager at Intuit QuickBooks.

“With over 100 product and feature improvements and an influx of positive reviews today, we felt it was time to shift those long-held beliefs and invite accountants to take another look at QuickBooks."

Seamus Higgins, chief creative officer at R/GA Australia, added: "If someone has had a negative perception of you for a long time, you can’t expect to win them over by saying,'Hey, look at me, I’m great now'. Yes, you’ve got to earn their attention. But more importantly, you’ve got to earn their trust.

"I have huge respect for Intuit QuickBooks for being bold enough to go on that journey."

Will Chapman, managing partner at Avenue C, said: "We have the challenge of ensuring that our message is seen by accountants, but reaching them isn’t enough without a bold, stand-out message. The QuickBooks Re-Review is exactly the brave approach we need to grab the attention of our core target and ensure that they give QuickBooks the second chance it deserves."

The campaign rolls out across multiple channels from March 17th.

Credits

Client: Intuit QuickBooks Senior Brand Manager: Kirsty Hollis Director Marketing and Sales: Kieren Hutchings Acquisition Marketing Lead: Kate Alderding Head of Performance Marketing: Jess Thorning Senior Marketing Manager: Jared Brintz

Creative innovation company: R/GA Australia Managing Director: Victoria Curro Chief Creative Officer: Seamus Higgins Creative Director: Drew Singleton Creative Director: Rachel Blacklaws Group Account Director: Josh Agnew Executive Content Producer: Kyle Belcher Senior Producer: Sebastian Leat Executive Strategy Director: Marie Conley Strategy Director: Phil Johnston

Production partner: Entropico Director: PAXI Executive Producer: Kyle Blanshard Producer: Shayle Guillory DOP: Cem Hizli Production Designer & Stylist: Jess Jacob Photographer: Evo Talent: Blessing Mokgohloa Casting: Daniel Berini

Media agency: Avenue C, Sydney Managing Partner: Will Chapman Managing Partner: Melissa Mullins Business Director: Anna Cox Media Director: Clare Zappia Digital Director: Chris Zoomerschoe

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