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Общая информация

Основной Опыт: Цифровой, Мобильный, Социальные медиа, Маркетинг / Творческие услуги, Шоппер-маркетинг / торговая точка /маркетинговая акция, Экспериментальный, Брендированный контент / Развлечения, Исследование рынка / Консалтинг, Маркетинговые технологии / Аналитика, Корпоративные коммуникации, События / Спонсорство, Брендинг / Разработка продукта, Упаковка/Дизайн, Стратегия и планирование

Основан в: 1968

Сеть:

Сотрудники: 225

Премии: 261

Портфолио: 130

Клиенты: 4

Основной Опыт: Цифровой, Мобильный, Социальные медиа, Маркетинг / Творческие услуги, Шоппер-маркетинг / торговая точка /маркетинговая акция, Экспериментальный, Брендированный контент / Развлечения, Исследование рынка / Консалтинг, Маркетинговые технологии / Аналитика, Корпоративные коммуникации, События / Спонсорство, Брендинг / Разработка продукта, Упаковка/Дизайн, Стратегия и планирование

Основан в: 1968

Сеть:

Сотрудники: 225

Премии: 261

Портфолио: 130

Клиенты: 4

TBWA\Chiat\Day Los Angeles

5353 Grosvenor Blvd
Los Angeles CA 90066-6319
Телефон: 310 305-5000
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TBWA\Chiat\Day Brings in Danny DeVito to Continue "Backing You"

 In the new light-hearted multi-channel campaign, DeVito acts as coach and advocate for small businesses on behalf of QuickBooks, where he cheers on real small business owners, including an electrician, a personal trainer and a dog groomer/daycare owner with practical advice to help them on their path to success. In the series of short films, QuickBooks’ easy-to-use products are combined with DeVito’s humor to shed light on the common struggles small business owners experience and demonstrates the simplicity of using QuickBooks tools to manage their business and get the time and money they deserve. 

TBWA\Chiat\Day L.A.'s Kirsten Rutherford answered a few questions about the campaign for us.

 

Tell us about your role in the creation of this work.

My name is Kirsten Rutherford. I’m a Creative Director at TBWA/CHIAT/DAY LA, responsible for the Intuit QuickBooks creative output.


Give us an overview of the campaign, what is it about?

QuickBooks champions small business owners and the self-employed. For year 2 of their ‘Backing You’ campaign, we’re reminding those who work for themselves that it’s time to get what they’re owed for all the hard work they put in- namely, more time and more money. We’re doing it with a coach like no other- Danny DeVito. In a series of films, Danny cheers on real small business owners, including an electrician, a personal trainer and a dog groomer/daycare owner.  In addition, a series of instructional mini web films called ‘Danny Teaches’ allow Danny to demonstrate the utter simplicity of QuickBooks’ product suite (so simple, they only take 15 seconds to teach).  The campaign is also supplemented by hilarious and shareable Danny DeVito GIFs. 



Tell us about the details of the creative brief, what did it ask?

Ultimately, the creative brief was to deliver the message that if you work for yourself, no matter what your version of success is, QuickBooks backs you with a smarter way to manage your business. The point was to convey the idea that not only is QuickBooks the best way to manage money, but more importantly, it’s the best for you (the small business owner).  

We needed an integrated marketing campaign to speak to QuickBooks brand benefits as well as some products not previously talked about -- driving QuickBooks from brand to acquisition in one seamless campaign.  

What was the insight behind this campaign, and at what point was bringing Danny DeVito in thought up?

Last year, when the rest of the category was using actors depicting niche jobs, we chose to highlight real people. The idea of pairing real independent workers with a coach appealed to us, but that coach needed global appeal and the appropriate swagger to remind our heroes they work too hard to have to work hard on their finances. We tested a number of men and women across our key markets in our early stages of ideation, but Danny had a universal likeability and charm that couldn’t compare.

 


Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?

This platform was one of five we considered. Some of the work acted as an extension of last year’s campaign, either dialing up the sentiment to recognise the unsung heroes of our economy, or showing the ease of our QuickBooks’ product suite in a world of non-stop work that is often far from glamorous. This idea stood out as the most disruptive. There’s a cheekiness which we’ve not seen before in the category that felt both respectful yet empowering to our audience.


What was the greatest challenge that you and your team faced during development?

Our key task was to build on the success of last year’s Backing you campaign- evolution not revolution. Ensuring this evolution used real people in a fresh way was an exciting challenge to take on. Additionally, finding an actor who is globally beloved across all of our key global markets did require careful consideration- thankfully Danny is a treasure that transcends borders.


What did you enjoy most about seeing this campaign through? Any favorite stories from the process?

QuickBooks has always been a champion of those who work for themselves. Last year’s campaign recognized the grit and tenacity of the world’s hardest workers and the work had a sense of earnestness to it.  For this year’s campaign, I particularly enjoyed seeing the tone evolve whilst remaining true and authentic to our audience and the heart of our brand. 
Plus seeing Danny DeVito make it rain gif-style whilst wearing a dog sweatshirt was certainly a career highlight. Every take he was in had a little bit of improvised magic, and he was one of the nicest A-listers I’ve ever had the chance to work with.

 

Where do you see this campaign going in the future? Can we expect more DeVito for QuickBooks?

Highlighting and celebrating real small business owners will always be at the heart of any work we undertake for the brand. Our cheeky way of reminding these people to get what they’re owed is one I’d certainly love to continue. You never know where Mr. DeVito might show up next...of course his gifs will be gracing every email or text I write for the foreseeable future. He’s the GIF that keeps on GIF-ING.