The General Directorate of Public Finance
Encouraging French businesses to make tax planning second nature
Brand
Public Sector
#PublicRelations #BehavioralMarketing #CorporateCampaign #UserEngagement #PublicService
↳Context
The General Directorate of Public Finances (DGFIP) has undertaken a major modernization of its services, notably 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 reported spontaneously.
↳Challenge
Encouraging every taxpayer to adopt the right habit regarding taxes, by prompting them to report any change in circumstances as soon as it happens.
↳Strategy
The communication campaign for the General Directorate of Public Finances aimed to bring this institution closer to citizens by moving away from its traditional codes. Rather than imposing a message, the idea was to blend into key moments of French people's lives, such as a wedding or retirement, to encourage them to report these changes to the tax authorities. The concept is based on "crashing" moments of celebration by cleverly reminding them of the real benefits of sharing this information with tax services too, using a positive and non-mandatory tone, and showcasing the diversity of the French population.
↳ Multichannel Media Strategy
To maximize ROI on your media spend, we analyzed the specific media habits of our four core target audiences and selected the channels that resonate most with each of them.
TV & Digital Video Ads (20s format)
Targeted Radio Spots
Strategic DOOH Campaign
Social Media Activation
Programmatic Display
Digital Signage at Public Finance Offices
