Intuit QuickBooks has partnered with R/GA Australia to launch a new campaign that challenges outdated perceptions of its products. Titled ‘QuickBooks Re-Review’, the works seeks to address past negative reviews and demonstrate improvements in the software.

Intuit QuickBooks has been a challenger in the Australian cloud-based accounting and financial management software market, competing against established players such as Xero. In response to recent price increases by Xero, QuickBooks’ campaign is targeting accountants to reconsider their software choice.

Qualitative research conducted by Intuit QuickBooks indicated that many accountants held skepticism towards the software based on outdated experiences. The campaign highlights that QuickBooks has evolved into an integrated suite of solutions that automate tasks and enhance collaboration, aiming to save accountant’s time.

Senior Brand Manager at Intuit QuickBooks, Kirsty Hollis, stated, “We approached this campaign from an accountant-first perspective, listening to their feedback on past inefficiencies and old reviews…With over 100 product and feature improvements and an influx of positive reviews today, we felt it was time to shift those long-held beliefs and invite accountants to take another look at QuickBooks.”

Rolling out across multiple channels starting March 17, the campaign is designed to shift behaviour and encourage accountants to switch to QuickBooks, with some reporting significant time savings using the software.

Chief Creative Officer at R/GA Australia, Seamus Higgins, stated, “If someone has had a negative perception of you for a long time, you can’t expect to win them over by saying, ‘Hey, look at me, I’m great now’. Yes, you’ve got to earn their attention. But more importantly, you’ve got to earn their trust. I have huge respect for Intuit QuickBooks for being bold enough to go on that journey.”

Managing Partner at Avenue C, Will Chapman, said, “We have the challenge of ensuring that our message is seen by accountants, but reaching them isn’t enough without a bold, stand-out message. The QuickBooks Re-Review is exactly the brave approach we need to grab the attention of our core target and ensure that they give QuickBooks the second chance it deserves.”