Final Check/Creative Testing – Tax Relief Measures Advertising Campaign

Prepared for the:
Public Affairs Branch
Canada Revenue Agency
FINAL REPORT
February 2008
POR# 349-07
Contract #46558-088439

Prepared by:
Corporate Research Associates

Le rapport complet en français sera fourni sur demande.

To request a full copy of this report, please contact Library and Archives Canada at:
613-996-5115 or 1-866-578-7777 or www.collectionscanada.ca

Media Enquiries:
Media Relations
Canada Revenue Agency
4th Floor 555 MacKenzie Avenue
Ottawa ON K1A 0L5
media.relations@cra-arc.gc.ca

Executive Summary

Corporate Research Associates Inc. conducted four focus groups on behalf of the Canada Revenue Agency to perform a review of three creative concepts for an advertising campaign. The goals of the campaign are to communicate the 2007 tax relief measures, encourage taxpayers to file a return, and direct them to file their return online. Focus group discussions were held in Montreal (French) and Toronto (English) on February 4th and 5th, 2008, respectively. Materials tested included one print, one radio and two Internet ads. One Internet ad featured the generic campaign message while the other presented an example of how each specific credit and benefit could be advertised. It was understood that other Internet ad versions may be part of the campaign, once finalized.

Findings from the Final Check/ Creative Testing – Tax Relief Measures Advertising Campaign suggest that the creative approach labeled Concept C: 2007 Tax Savings for Everyone (aka The Store) was the most compelling among participants for its visual appeal, clarity of messaging, coherence between components, and overall simplicity. This concept, titled "2007 Tax Savings for Everyone", features an illustration with a line-up of individuals at a store cash register. Individuals represent a variety of socio-demographic profiles and cultural diversity. A tax credit or benefit is indicated next to each individual, as well as the amount that each saved/got as a result. While an illustration was used for the testing, participants were informed that once finalized, it would be replaced by photographs. Overall, this approach clearly suggests the existence of tax credits and benefits that may result in personal savings for everyone.

Despite the concept's overall appeal, suggestions were made for improvement. Describing the profile of benefit recipients would be more compelling than naming each tax credit or benefit, allowing the viewer to relate to individuals shown in the print advertisements. In the Internet and radio ads, further stressing that the savings may apply to all Canadians was also suggested to broaden the appeal. Relating saving amounts to taxpayers' income or spending, as well as ensuring coherence between the amounts mentioned in each component, would increase the impact of the suggested savings. More clearly branding the ads, specifically on the Internet, as sponsored by the Government of Canada would enhance credibility and draw attention.

The creative approach identified as Concept B: Apply for Your 2007 Tax Relief (aka The Computer) elicited mixed opinions. The focus of advertisements in this concept consisted of a laptop with a tax form shown on the computer screen. "Bubbles" surround the computer, each containing a line number from the tax form along with the name of a specific tax credit or benefit, and an image of someone's face. Each "bubble" points towards the tax form on the computer screen.

Discussions about this campaign showed that some participants felt numbering the specific tax form lines where a credit/benefit could be claimed suggested the existence of other tax credits or benefits that they could explore. Others however felt it was visually cluttered and lacked a focal point. For the most part, the print and Internet advertisements looked too much like a sales ad for a computer or office supply store, therefore risking not attracting the intended target audience's attention. This conceptual approach was best however at suggesting the ease of filing a tax return online as well as the need to file a return.

The creative approach identified as Concept A: 2007 Tax Measures Benefit Every Canadians (aka Public Service Announcement) was least compelling overall. This concept introduced detailed information about the tax credits and benefits in a print format that looked similar to a public service announcement and did not include visuals. While some were drawn by its formality and clear identification as a government announcement, others felt it lacked interest, simplicity, and focus to draw their attention. The print component was deemed too wordy and providing information that was too specific and comprehensive to imply the existence of other tax credits and benefits. The Internet ads, however, were considered too vague and not clearly identifying the main campaign message. Despite negative feelings overall towards this campaign, the radio ad was deemed simple, clear, and to the point. That said, the three components were viewed as visually dissimilar, suggesting they do not belong to one family of ads.

Study findings suggest that as it moves forward with its 2007 Tax Relief Measures advertising initiative, the Canada Revenue Agency should consider further developing the campaign identified as Concept C: 2007 Tax Savings for Everyone, with minor modifications. Simplicity, the presence of visuals, creative coherence between components, and clearly stating the benefits to taxpayers (e.g., savings) all factored in making this concept the most compelling. Furthermore, this idea was best at communicating the existence of tax credits and benefits, with a secondary message of encouraging taxpayers to file their return online.

Date modified:

2008-04-21