First quarter is traditionally quite strong for DRIV, primarily because of all the tax software they sell. They run the store for H+R Block for example (and get 20% of all the sales).
H&R Block's 'First-Rate' TaxCut(R) Software Named PC Magazine's 'Editors'Choice'
biz.yahoo.com
In 2001, H&R Block served 19.2 million
taxpayers -- more than any tax or accounting firm -- through its more than 10,400 offices located in the United States, Canada, Australia and the United Kingdom. H&R Block served another 2.3 million tax clients through its award-winning TaxCut® software program and through its online tax preparation services.
biz.yahoo.com
And they are going big time at the Superbowl. And the great thing about this advertising is that Digital River doesn't pay for this but gets 20% or the revenues.
KANSAS CITY, Mo., Jan 14, 2002 /PRNewswire via COMTEX/ -- There will be no
wood-chipper murders in North Dakota, not even a George Clooney bluegrass
sing-along, but H&R Block has tapped film directors extraordinaire, the Coen
brothers, along with a tax tune from the Beatles, to deliver a powerful message
to consumers about monumental changes to the country's tax laws. The ad marks
the first- ever Super Bowl commercial and sponsorship for the nation's leading
tax and financial services firm and helps heighten the awareness of its brand
transformation symbolized with the addition of financial and mortgage services,
a new logo and updated offices.
"This year kicks off nearly a decade of tax law changes that will be phased in
each year. With more than 400 changes, many taxpayers will need assistance
understanding how they will be affected," said David Byers, H&R Block senior
vice president and chief marketing officer. "The timing of the Super Bowl aligns
with the tax season. In addition, the Super Bowl is the pinnacle of sporting
events -- a high profile opportunity to grab the attention of one of the largest
TV audiences and remind them H&R Block is ready to assist with their tax and
financial needs. "
The renowned Coen brothers, Joel and Ethan, directed such box office favorites
as Raising Arizona, Fargo, The Big Lebowski, and Oh Brother, Where Art Thou? The
H&R Block Super Bowl XXXVI commercial is their first foray into Super Bowl
advertising.
"We felt this commercial was relevant to our filmmaking style," said the Coen
brothers. "We liked the simple and smart idea and were delighted to be a part of
it. We have always been fascinated with the mysteries of the tax code and with
the people who struggle so mightily to plumb its depths."
Adding to the ambience of the commercial is the Beatles' song, "Tax Man." H&R
Block is the first company to ever use a tune from the Beatles in a Super Bowl
advertisement, and just the third to use a Beatles song in a television
commercial.
"Having the Coen brothers and the Beatles' music involved makes our message
memorable and exciting. The Coens' reputation speaks for itself, and 'Tax Man'
is a perfect fit," Byers said. "Our objective is to let every taxpayer know they
can count on H&R Block for professional tax and financial services, particularly
in this year of significant changes to the tax code."
The commercial, the biggest advertising production ever for H&R Block, is a
30-second look at the confusing world of new tax laws to be rolled out over the
next decade. The ad, shot in Los Angeles, communicates that turning to H&R Block
for answers is "just plain smart." Production of the advertisement included 97
actors, 60 crew members, and more than 8,000 feet of film that was edited to 45
feet for the final spot.
"The concept illustrates how confusing the new tax laws can be -- but not for
H&R Block," said George Halverson, the ad's creative director at Campbell
Mithun. "The Coen brothers' unique style and creativity cuts through the clutter
and brings the rather complicated subject of taxes to life in an understandable
manner."
Although Super Bowl ads are fun, Byers says the real focus of the company's
efforts is raising awareness of the tax and financial services H&R Block offers
taxpayers at all income levels. In addition to the Super Bowl commercial, the
company's sponsorship includes five spots in the pre-game show, and sole
sponsorship of the 4:00-4:30 p.m. pre-game show which features the "H&R Block of
the Season."
The commercial is one of several high profile media sponsorships planned by H&R
Block in 2002 and is another step in positioning H&R Block as the tax and
financial advisor to mainstream America, according to Byers. The company
introduced a new slate of products and services in 2000 to position H&R Block as
America's tax and financial partner and introduced more financial products and
services in 2001. |
