Who: Intuit QuickBooks, with FCB Global for creative and strategy.
What: “Business Differently,” a global brand platform, newly launched in Canada, that praises small business customers for taking advantage of QuickBooks tools to achieve their vision of success. This is FCB Global’s first campaign with QuickBooks as newly appointed AOR.
What: “Business Differently,” a global brand platform, newly launched in Canada, that praises small business customers for taking advantage of QuickBooks tools to achieve their vision of success. This is FCB Global’s first campaign with QuickBooks as newly appointed AOR.
When & Where: The multi-channel integrated campaign will run throughout 2024, including 30-second and 15-second spots placed across Canadian broadcast and digital channels, as well as a podcast series, social media cutdowns, content spotlighting small business customers, and influencer activations across various content platforms.
Why: According to Intuit QuickBooks' "Small Business Index Annual Report," more than 98% of all businesses in Canada are small businesses, employing about 47% of Canada’s workforce. The brand aims to shine a spotlight on small business customers (versus wealthy corporate titans), and demonstrate how QuickBooks' connected suite of business tools can help them successfully manage their finances.
"Small businesses spur innovation, new jobs, and opportunities, and ensuring [that] this critical community thrives is essential,” said Intuit’s interim country manager, Puja Subrun, in a release.
How: The TV creative uses some clever misdirection to deliver its message, opening on settings associated with the super successful and wealthy—such as an awards gala, a mansion construction site, and a soccer game.
But the focus soon shifts to the small business owners working to make the various scenarios possible. In the 30-second version, the camera zooms in on the wealthy homeowner first, as the narrator makes a vague introduction about “the most brilliant minds in business.”
“No, not you,” he says before abruptly shifting the focus to a person working in the outskirts of the scene. “You– you’re always looking for insights with QuickBooks Online.”
Each scene encourages the viewer to discard preconceived notions of success, arguing that the most impressive people in business aren’t the ones that already have a lot of money, but the ones that are using QuickBooks tools to build themselves up.
It’s the plumber at the gala who uses QuickBooks to send his invoices, the foreman on the construction site who uses QuickBooks Payroll to pay his employees, and the electrician at the soccer game who tracks his expenses on his phone. They’re successful because QuickBooks allows them to manage their business in a more effective, more innovative way, aka "business differently."
The messaging is supported by social content featuring real Canadian business owners including Haute Goat and Begonia Bakehouse, and a new podcast titled "Success in 7," which will air on weekly Sirius XM radio show The Feed. Throughout the series, technology expert and entrepreneur Amber Mac sits down with four small business owners to discuss how they’ve overcome challenges and how they use QuickBooks to run their business differently.
