H&R Block wanted to talk to people about something nobody wants to talk about - their taxes. Making the assignment even more challenging was the target - young people who are not only resistant to a dry subject like taxes, but advertising in general. H&R Block wanted to position itself as a major player in the digital space, utilise its "I got people" brand platform and, most of all, build awareness and increase purchase consideration for its digital tax preparation solutions at hrblock.com.

Introducing Truman Greene - not exactly the spokesman you'd expect from the world's tax leader. Though he’s a YouTube novice, he comes up with an innovative way to engage his target – response videos. Armed with a camera and not much else, he does whatever it takes to educate people about filing online with H&R Block. Calls to action invite viewers to post comments, subscribe or embed the videos, visit Truman’s Myspace page and "meet his people" (hrblock.com). Email and banner campaigns drive traffic to hrblock.com as well.

Within 60 days, the videos were seen more than 556,000 times. Awareness of HR Block’s digital solutions jumped 52 percent; it soared even higher with the target – 171 percent. We hit our goals halfway into the four month campaign.