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ClientFederal GovernmentProjectAustralian Taxation Office - Baby Bonus CampaignBackgroundThe new Baby Bonus initiative had low awareness and understanding of benefits within both regional and metropolitan markets. Initial campaign for regional markets only but following results Australian Taxation Office extended to metropolitan markets.ObjectiveTo communicate benefits of Baby Bonus scheme and stimulate young mothers at home to seek more information through the 1300 Helpline.TargetStay at home mums - 18-35yrsSolution120 second segment adopting a unique community information styleResults178% increase over pre infobreak call levels from 5,000 to 13,900 calls. Week 2 flow on impact 120% increase with no activity.ROI ratioIncremental calls 14,900 @ $85,000 over 2 week periodComments"...infobreak offered an excellent communication channel for the target audience - stay-at-home mums. We will be considering infobreak for future Tax Office communications."
Julie Pearce, Media, Issues, Stakeholder Management, Australian Taxation Office
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