Insign Wins Gold Effie for Its Campaign "Taxes Adapt to Your Life" for the Ministry of Economy, Finance, and Industrial and Digital Sovereignty.

On Monday, December 4, 2023, at the Théâtre du Rond-Point, the Effie Awards ceremony took place, recognizing effective communication. On this occasion, Insign received the Gold trophy for its campaign "Taxes Adapt to Your Life" for the Ministry of Economy, Finance, and Industrial and Digital Sovereignty.

A Major Challenge: Inspiring Behavioral Change Among Taxpayers. 

Outside the traditional communication period of the General Directorate of Public Finances, French citizens still don't have the habit of reporting changes in their situation to the tax authorities. The goal of this campaign was precisely to change those habits, encouraging taxpayers to report any changes in their circumstances as they occur, rather than waiting for the annual declaration period.

↳ An Insight Emerged: You Can't Mandate a Reflex 

Since generating a reflex isn't just about repeating a message, Insign "hijacked" the existing reflex that the French have when they share big news: telling all their loved ones. Now, taxpayers need to add the tax authorities to their notification list.

Over 12% Increase in Situation Change Declarations 

With a positive and deliberately non-imperative tone, cleverly highlighting the real benefits of sharing this information with the tax authorities, the campaign led to a more than 12% increase in situation change declarations across the 4 addressed topics (birth, marriage/partnership, retirement, promotion) compared to the previous year. Additionally, during certain key media periods, spikes of up to over 40% were measured, clearly demonstrating the campaign's impact on behavior. 

Entrusted to the production studio Seize-Dix-Huit Images, the campaign, creatively directed by Franck Luminier, was directed by Rémy Fournigault. The music was composed by Poumtchak.

↳ A Campaign Tied to the Rhythm of French Life

The campaign ran from June 2022 to March 2023, featuring 4 commercials broadcast on television, radio, the web, and social media, as well as outdoor advertising. It revolved around major life events that require reporting a change in situation, with messaging timed to coincide with the moments they're most likely to happen (June: marriage / September: birth & partnership / December: retirement / March: job promotion).  

"We intentionally designed this campaign, joyful and creative, from a service-oriented perspective to assist users in understanding their tax processes and to help them develop automatic habits."

Frédéric Genre, Partner Director at Insign

 From the Ministry’s Perspective:

"In a difficult or uncertain economic context (health crisis, inflation...), being able to adjust your withholding rate and your tax amount each month to closely reflect your real-time situation provides real budget management benefits for households. So, it was important to (re)highlight this, to ensure taxpayers fully embrace this new option, now available thanks to the reform of withholding at the source. That's the aim of this campaign."