"Make it easy!": Kernbrand promotes electronic tax returns
With the slogan "Mach's eifach!", the St. Gallen Cantonal Tax Office has recently been advertising the electronic tax return "eTaxes", specifically targeting young adults. The St. Gallen brand agency Kernbrand was at the forefront and has now successfully launched the project.
The year 2020: A new year with the same challenges - this is true at least when it comes to the correct and timely submission of tax returns in the canton of St. Gallen.
Across all age groups, around 8,000 people in the canton fail to file their tax returns every year. In order to counter this trend, the project "Mach's eifach!" was launched by the cantonal tax administration of St. Gallen.
The St. Gallen brand agency Kernbrand was commissioned for the conception, realization and parts of the marketing. In close cooperation with a small team from the St. Gallen Cantonal Tax Office, an innovative concept was developed that appeals in particular to teenagers and young adults and picks them up on a common linguistic level.
The centerpiece is the website Machs-eifach.chwhich addresses the topic of taxes with an uncomplicated appearance and attempts to answer questions about it in simple and easy-to-understand explanatory videos. For individual questions and special cases, a live chat is also available as a pilot test, which is staffed from 8:00 a.m. to 10:00 p.m. on weekdays and from 2:00 p.m. to 8:00 p.m. on weekends.
Mia does it
As part of the marketing of the website, but also to attract the attention of the desired target group in a sympathetic way, a five-minute image film was produced with "Mia" in the leading role*. In it, she faces various challenges in everyday life and overcomes herself time and again. The message conveyed is clear: "Overcome yourself and just fill out your tax return."
*in the leading role: "Wendy Güntensperger", shooting star from Rapperswil SG, known from the ARD pre-evening show "WaPo Bodensee".
