COI - HM Revenue & Customs: Self assessment - tax doesn't have to be taxing - IPA Effectiveness Awards Case Study 2005

Brief Description: This paper tells how the Inland Revenue took a dramatic change of advertising direction with impressive results. Record numbers of taxpayers are now filing their tax returns on time and internet filing now stands at over 20 times the level prior to launch. Perhaps most remarkably, there has been a dramatic uplift in the sense that the Inland Revenue is changing for the better, and that self assessment is getting easier. Altogether, the campaign has generated savings of £185 million on a total spend of £22.5 million: a return on investment of £8.22 for every £1 invested. Given a fresh insight and a powerful change in advertising direction, even the most difficult marketing task doesn't have to be taxing ;---(TAGS)--- Full Title: How a change in advertising direction proved that tax doesn't have to be taxing ; Number: 2005/19 ; Brand Name: COI - Inland Revenue - Self Assessment ; Client: Inland Revenue/Coi ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: Miles Calcraft Briginshaw Duffy ; Author: Andy Nairn ;