Concept & Copy
A direct response ad that did a number on the competition.
Purpose. For awhile, Quicken was the only game in town. And then a host of imitators entered the space. Intuit invited several creative teams to present breakthrough advertising campaigns. And this was the ad that ran.
Outcome. As you might expect, Intuit analyzed everything that came out of their marketing department. The ad was trackable, of course, and generated a 7.3% response rate. A nice, big number.