Special Group wins NZ Tax Refund

NZ Tax Refunds hopes to recreate that “WooHoo” moment when you get a tax refund.

Ad agency Special Group also enjoyed its own “WooHoo” moment when it created this slogan to successfully gain the NZ Tax Refund brief.

The campaign started last weekend and features a complete rebrand of the refund company.

Special Group managing partner Michael Redwood says that rather than focus on the mechanics of getting a tax refund, the campaign would focus on the “moment of spontaneous elation” that comes with an unexpected windfall of a tax rebate.

This led to a new branded device- the Woohoo moment- which will feature in all NZ Tax Refunds content.

“Observing and talking to people that have gone through the process of getting a a tax refund, they told us of that small unexpected moment of joy. WooHoo summed it up perfectly,” Mr Redwood told NBR online.

“We have now created a brand device to differentiate NZ Tax Refunds from the plethora of competitors.”

And it looks like more than a “WooHoo” moment for NZ Tax Refunds’ new branded slogan.

“It’s been taken through every touchpoint from the website, to the company vehicles, through to their signage in Christchurch- every aspect of their business,” he said.

Mr Redwood said this latest client was a “significant win” for the Special Group, which follows on from their win of AA Insurance announced last week.

“It’s part of as successful start to 2012,” he said.

Previously, NZ Tax Refunds used Harvey Cameron as its agency, but CEO Cilla Hegarty says it is not a matter of dropping Harvey Cameron but moving in a new direction.

“WooHoo adds a new dimension,” she told NBR Online.

“Early results are positive, indicating another strong year of growth in an increasingly competive market.”

The launch campaign features a series of tv, radio and digital campaigns and includes a relaunch of the company website.

“Our industry is very cluttered and everybody is talking about the same functional benefits. It’s very difficult to differentiate them and the WooHoo moment does this,” NZ Tax Refunds Chief Marketing Officer Sheila Worsley also told NBR online.