Tax professionals tend to think tax software is basically all the same. Intuit wanted to cut through that by showing what makes ProConnect Tax Online different — a big step up from the standard.

I developed this campaign’s concept with a few psychological hooks, but one is the driver: Almost everyone sees themselves as above average. So tax pros would be drawn to the idea of software that's on their level — advanced and unique. They'd see a natural fit.

The concept offers something everyone wants. It says they’ll get standard plus standout — what they need plus what they crave.

This campaign helped ProConnect Tax Online have a huge year — a 60% increase in new customers and a 40% increase in total customers.