SYDNEY, AUSTRALIA – For years, Intuit QuickBooks has played the role of challenger in Australia’s cloud-based accounting space. But when legacy leaders get too comfortable, it’s only a matter of time before a disruptor seizes the moment. And that moment? It’s now. With Xero’s recent price hikes leaving accountants searching for better value, QuickBooks is sending out a clear message: Take another look.
The challenge? Overcoming outdated perceptions. Research revealed that many accountants formed opinions of QuickBooks years ago and haven’t looked back since. In an industry notorious for routine and habit, breaking through requires more than just another campaign. It demands a rethink. Enter: The QuickBooks Re-Review.
In partnership with R/GA Australia, QuickBooks launched a daring campaign that does what most brands wouldn’t and tackle past criticisms head on. Instead of brushing aside old reviews, The QuickBooks Re-Review resurrects them, dismantles them, and replaces them with undeniable proof: QuickBooks has evolved into a powerhouse of efficiency, automation, and seamless collaboration.
And here’s the kicker—the numbers prove it. Now, more accountants than ever recognize 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
