Client: Taxfix
With millions of Brits delaying their annual self-assessment return and more than a million missing the deadline entirely, Taxfix faced a problem and an opportunity: convert the very people avoiding tax filing into Taxfix customers. The solution was a single, powerful idea. "ProTAXination," a portmanteau of procrastination and tax, gave a name to a behaviour millions recognised in themselves. Rather than pushing product features, the campaign reframed the conversation entirely: why do we put off the things that matter most? Commissioned research provided the emotional ammunition. A fifth of respondents said they'd sooner pay a late fine than file; 26% would rather clean their fridge. A third of small business owners called tax filing the most stressful part of running their company. With 81% agreeing that a simpler process would transform their relationship with tax, the bridge to Taxfix's value proposition was clear. Our integrated campaign delivered across earned media, broadcast, GEO, and social channels. Coverage landed in The Times, The Observer, and the Daily Telegraph, while two LBC broadcast slots cemented Taxfix as the authoritative voice on tax stress. A GEO strategy doubled chatbot mentions of Taxfix throughout January, with The Times coverage cited in AI responses for a full week. The results were undeniable: a 32% year-on-year rise in January customers, a 50% increase in brand mentions, and Taxfix's busiest ever trading day, all on a budget of under £25,000.
