How do you engage with people in a positive way about something they’d rather forget? We helped Inland Revenue engage New Zealanders on tax policy changes, beating all their objectives:

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Te Tari Taake | Inland Revenue
Bright-line tax changes 2020

Inland Revenue asked us to develop a campaign to increase understanding of the new bright-line property tax rules.

How did we get bright-line customers and landlords to check if they needed to pay tax?

We developed three creative concepts and tested these along with the creative from the last campaign. We found that the ads needed to clearly identify the actions needed by the audience. Our audience engagement also found that the term bright-line wasn’t well understood and needed to be introduced after we’d grabbed user attention.

Bright line web ad
Bright line web ad

Our solution was a digital campaign with multiple formats. We planned activity around OCR announcement dates and peak periods for property sales and rental listings. The media mix included contextual targeting on real estate and investor platforms, and audience targeting based on behaviour, affinity, and keywords.


Higher click through rates, lower click through costs, and more website visits.

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