The General Directorate of Public Finance
Encouraging French businesses to make tax planning second nature
#PublicRelations #BehavioralMarketing #CorporateCampaign #UserEngagement #PublicService
↳Context
The Directorate General of Public Finances (DGFIP) has undertaken a significant modernization of its services, particularly with the introduction of withholding tax. Despite a 93% user satisfaction rate, a challenge persisted: 2 out of 3 births and 1 out of 2 marriages were not declared spontaneously.
↳Challenge
Transform the behavior of French taxpayers by establishing a systematic declaration reflex for any personal situation changes impacting their taxes.
↳Strategy
Innovative creative approach
The communication campaign for the Directorate General of Public Finances aimed to bring this institution closer to citizens by moving away from its traditional codes. Instead of imposing a message, the goal was to integrate into key moments in the lives of the French, such as a wedding or retirement, to encourage the declaration of these changes to the taxes. The concept revolves around the idea of "creatively disrupting" celebration moments by tactfully reminding of the real benefits of sharing this information with the tax authorities, using a positive and non-directive tone, and showcasing the diversity of the French people.
Optimized timing orchestration
Rolled out in 4 key phases
Targeting periods with a high density of life events
Communication adapted to statistical peaks
Messages tailored to different situations (wedding, birth, retirement)
↳Multichannel Media Strategy
To achieve the most efficient media investment, we analyzed the specific media habits of the four major target groups and chose the most effective channels for each.
• TV and Online Video Ads (20-second format)
• Targeted radio spots
• Strategic DOOH campaign
• Social media engagement
• Programmatic display
• Revamping the digital platform
