Tapping into the power of long-form meditative video content that has taken the internet by storm in recent years, H&R Block and PHD have created a series of ASMR-inspired videos to help millennials get relaxed about tax season.
Competing against free products such as the government portal, myTax, H&R Block was looking to drive awareness of the benefits associated with their Online Express Tool amongst a key market: millennials.
The video aim to communicate the key benefits of the platform in an entertaining, tongue-in-cheek manner, using a format that resonates with this particular audience.
ASMR stands for Autonomous Sensory Meridian Response – an experience characterised by a static-like or tingling sensation on the skin, which is typically triggered by specific auditory and visual stimuli such as whispering, tapping or other tactile triggers. The trend has become a popular genre of video on YouTube, with dedicated creators building subscriber bases in the millions.
Says Louise Cummins, marketing and digital product director, H&R Block: “At H&R Block, we are known for tax, but the world of tax may be foreign to millennial working professionals. We challenged PHD to come up with some break-through content to promote our new Online Express Tool. I had faith in PHD’s understanding of this demographic and their ability to create bespoke content to achieve our business goals for this tax time campaign.”
Client – H&R Block Australia
Creative: PHD Social