#1 in category.

Creating a hero of the people

Founded in 2008 and based in Nelson, MyTax.co.nz is an online personal tax refund business for salary and wage earners in New Zealand.

Plato began a partnership with MyTax in 2013, sharing the vision for MyTax to become number one in their industry, outshining each and every one of their competitors and cementing their position as the genuine, undisputed market leaders in an industry where everything from the services on offer down to the names and web addresses of the major companies are similar.

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Getting the foundation right

We developed a creative strategy for MyTax that was underpinned by three key drivers. Firstly, position MyTax as the good guys and heroes of the tax refund industry people turn to year after year. Next up, create a relatable brand that’s not only authentic, but resonates with the market in an engaging manner while succinctly conveying key messages and MyTax’s points of difference. Lastly, but certainly not least, create a lasting impression which ensures MyTax is the first name that springs to mind when a consumer contemplates their next tax refund and drives people to apply online at MyTax.co.nz

Year one

Having established and defined the key themes and messages we set about the process of developing an engaging brand. This included updating key elements of the identity that reflected many of the MyTax benefits including simplicity, transparency and ease.

The MyTax website is a core element; it needed to be simple to navigate and highly functional. So, we set about redesigning it to ensure we were creating an optimal web experience for customers.

We then developed a creative campaign to go to market with. This saw us personify the brand with the conception of MyTax Man. Amongst other campaign activity, we also created a series of TV Commercials to create broader awareness of MyTax.

Year two

With the MyTax customer base in growth mode, we built on the success of the first year to create a fresh campaign around the proposition of rescuing refunds. Again, we turned to TV alongside an integrated channel mix to communicate the key messages and points of difference to attract new customers. We also developed an email marketing strategy to encourage previous customers to reapply.


Year three

Having steadily grown the customer base and substantially grown core awareness of the MyTax brand, we evolved the core campaign proposition to ‘Getting you and your money back together’. From this we again created a variety of campaign assets using our hero, MyTax Man, to tie all the marketing activity together.

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Year four

Year four involved big bold ideas for cut-through including sky-diving, pyrotechnics and motorbike stunts... we developed a fresh set of campaign assets across TV, social media and email that continued to explore the adventures of MyTax man in his quest to get people back with their hard earned money. 

Smarter business outcome

From 300,000 submissions in year one to over 900,000 and counting... we have achieved our core mission of helping MyTax become New Zealand’s largest tax refund company in New Zealand. Not only have they been successful in their business growth, they have also been recognised through independent research as a clear winner across all of the key points of difference we have taken to market through their campaigns with recognition from Canstar Blue in 2016 winning the industry award for most satisfied customers and also winning every sub category; value for money, customer service, ease of application, quality advice, site navigation and turnaround time. 

Services Used