Bloomberg Tax 'Change, with us' Campaign

CAMPAIGN CHALLENGE

Tax professionals face constant regulatory changes, complex calculations, and mounting pressure to minimize risk while maximizing efficiency. Bloomberg Tax needed to position itself as the comprehensive solution that helps tax professionals not just survive change, but thrive in it.

The challenge was to communicate Bloomberg Tax's integrated suite of products and expert support in a way that was both engaging and accessible across multiple digital platforms, from social media to video ads to landing pages.

THE CONCEPT: COMPUTER KEYBOARD AS VISUAL METAPHOR

I developed a creative approach using computer keyboard keys as a visual and conceptual device to:

- Translate abstract product benefits into tangible actions that tax professionals take every day
- Create pattern interrupts in crowded digital advertising spaces
- Build a cohesive visual system that worked across formats and platforms
- Make technical tax software feel approachable and intuitive

The keyboard metaphor allowed us to turn product features into action-oriented messaging that resonated with the target audience's daily workflows.

MESSAGING HIERARCHY

The campaign utilized a three-level messaging framework:

Level 1: Brand Story
High-level messaging about how the entire Bloomberg Tax suite helps tax professionals navigate change.

Level 2: Product Story
Feature-focused messaging highlighting Bloomberg Tax Workpapers, Bloomberg Fixed Assets, and Bloomberg Tax Research.

Level 3: Policy + Product Story
Specialized messaging addressing specific tax policy topics (TCJA, Pillar 2, FASB) and how Bloomberg Tax products help professionals handle them.

MY CONTRIBUTIONS

Headline Development

I created multiple headline combinations using keyboard shortcut pairings that translated product benefits into relatable actions:

Brand-Level Headlines (15" & 6" formats):

- Shift your workflow. Enter the Bloomberg Tax Suite.
- Insert automation. Ctrl + S time on calculations.
- Delete manual errors. Ctrl + X risk.
- Shift to precision tax tools. Fn more efficiently.
- Insert automation. Return to efficiency.
- End the night shifts. Home is waiting.

Product-Level Headlines (Bloomberg Tax Workpapers):

- Delete manual errors. Fn more efficiently.
- Ctrl + F everything for tax season. Esc inefficiency.
- Esc inaccuracy. Shift to precision tax tools.

Product-Level Headlines (Bloomberg Tax Research):

- End second-guessing. Ctrl + X risk.
- Scroll through gold. Ctrl + F the winning tax strategy.
- Esc compliance confusion. Ctrl + X tax liability.
- End time-wasting. Ctrl + F expert analysis.

Product-Level Headlines (Bloomberg Fixed Assets):

- Insert automation. Esc repetition.
- Shift to precision tax tools. Delete manual errors.
- Ctrl asset life cycles. Ctrl + X risk.
- End second-guessing. Ctrl + X tax liability.