QuickBooks Challenges Accountants to 'Take Another Look' in R/GA Campaign

For years, Intuit QuickBooks has been the challenger in Australia in the cloud-based accounting and financial management software category. But when the incumbents get complacent, the challenger sees an opening -- and Intuit QuickBooks is seizing its moment. With Xero’s recent price hikes sparking doubt among accountants, QuickBooks has one simple message: Take another look.

The challenge? Overcoming deeply entrenched perceptions. In-depth qualitative research with accountants around the country revealed that many of them had deep scepticism based on their limited experience with the product many years ago. Despite the hyperbolic, product-led jingles of the category, some accountants thought Intuit QuickBooks wasn’t worth reconsidering.

But in reality, QuickBooks has evolved into an integrated suite of solutions that seamlessly manage workflows, automate tasks and empower collaboration -- all while giving accountants back their most precious asset -- time.

To spark a reappraisal, Intuit QuickBooks and creative innovation company R/GA Australia launched a bold campaign that does what most brands wouldn’t dare: confront the negatives of the past head-on. The QuickBooks Re-Review leans into old perceptions, reviving past reviews -- only to dismantle them with undeniable proof. Intuit QuickBooks is now efficient, powerful, and built to make their lives easier.

But the QuickBooks Re-Review isn’t just about revisiting old critiques; it’s about shifting behaviour. Those taking a second look are switching to QuickBooks, creating a ripple effect that’s encouraging others to follow suit and reconsider their views.

And here’s the kicker — the numbers prove it. Now, more accountants than ever recognise Intuit QuickBooks as a real contender. Interviews with accountants revealed a saving of up to 30 hours a week using QuickBooks when one firm compared it to previous accounting software, another reporting year-end compliance that once took four hours now takes just four minutes.

"We approached this campaign from an accountant-first perspective, listening to their feedback on past inefficiencies and old reviews,” said Kirsty Hollis, senior brand manager at Intuit QuickBooks.

“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."

Seamus Higgins, chief creative officer at R/GA Australia added, "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.”

Will Chapman, managing partner at Avenue C 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.”

The campaign rolls out across multiple channels from March 17th.