Direction générale des finances publiques

↳ Context

The General Directorate of Public Finances (DGFIP) has embarked on a major modernization of its services, particularly with the introduction of withholding tax. Despite a 93% satisfaction rate among users, one challenge remained: 2 out of 3 births and 1 in 2 marriages were not reported spontaneously.

↳ Challenge

Encourage French taxpayers to systematically declare any personal situation changes that impact their taxes.

↳ Strategy

Innovative Creative Approach

The communication campaign for the General Directorate of Public Finances aimed to bridge the gap between this institution and the citizens by moving away from its traditional codes. Instead of imposing a message, the goal was to integrate into key life moments for the French, such as a wedding or retirement, to encourage declaring these changes to the tax authorities. The concept is based on the idea of "piggybacking" on celebratory moments by cleverly highlighting the real benefits of also sharing this information with the tax authorities, using a positive, non-imperative tone, and showcasing the diversity of the French people.

Optimized Time Scheduling

• Deployment in 4 key phases
• Targeting periods of high-density life events
• Communication adapted to statistical peaks
• Messages tailored according to situations (marriage, birth, retirement)

↳ Achievements

Multi-channel Media Strategy

To achieve the best efficiency with media investment, we analyzed the specific media habits of the four major target groups and selected the most suitable channels for each of them.

• TV and VOL films (20s format)
• Targeted radio spots
• Strategic DOOH campaign
• Social media activation
• Programmatic display
• Overhaul of the digital setup