Between 2012 and 2017, Belgium experienced a 29% rise in online shopping. Belgians were increasingly finding what they were looking for online. However, they were not quite so keen to pay their taxes online. During that period, online tax returns only rose by 3%. The government wanted to change this situation. We were commissioned to turn MyMinfin.be, the platform that includes Tax-on-web, into the site to visit for online tax returns. Well, it may be less sexy than online shopping, but extremely convenient all the same.
My MinFin, as easy as shopping online
How to turn something asexual into something hot
Government
creative concept
campaign development
film & photo
digital production & development
social & influencer marketing
The challenge: To introduce online tax returns to as many Belgians as possible.
The strategy: You are already doing so much on-line. Organising your taxes on-line is just as straightforward.
Finding a partner, buying fishing gear, booking a fish restaurant or a snorkelling trip. It begs the question: What do you not do online nowadays? However, you do not think about checking your taxes online. We therefore had to make this second nature. Just like online dating felt strange at one time, it now seems the most natural thing to do. We did this by taking into account all the things people were already doing online as a matter of course. In this way, we created connections in people’s minds to guide them to MyMinfin.be. You can find music, shoes, a job, and even a guitar online, and the same goes for your tax information. And it is just as convenient.
The campaign: Make this your next step online, visit MyMinfin.be
We showed images of ordinary people, who were already organising a number of things online and recently also their taxes. This made it clear to people that MyMinfin.be is the obvious next step to take. For everyone. The message: they too had only just recently started. So, you are not yet left behind, but do ensure that you jump onto this digital wagon. After all, all that paperwork is such a palaver.
By using a wide media mix, powerful PR, and smart digital methods, we implemented two campaign waves to increase awareness and activation. We used the press conference on tax returns to ensure that our campaign got television news coverage on Journaal. That came in very handy! We also got influencers to spread our message.
MEDIA: posters on buses, banners on social media, newspaper advertisements, radio spot, Google Search ads, influencers
The result: An amazing feat: To reach 1 million people!
During the first campaign wave we reached out to more than 1.3 million people on social media. 43,000 people clicked onto the website. During the second wave, we added another 8,000,000 to this figure! The influencers also achieved a high score. During the first wave, they achieved almost 300,000 new fans, and in wave two, this number grew to 660,000. Since then, the search term MyMinfin has outperformed Tax-on-web for the very first time. This is a great achievement, given that Tax-on-web has been around for many years. An amazing feat!
