ABOUT

This integrated campaign was conceptualised, written, produced, and designed by Xero's in-house creative team to highlight Xero's position as a trusted partner in helping businesses navigate the Government's Making Tax Digital (MTD) initiative.

Objective
Drive awareness of Xero’s product and position the platform as the go-to solution for businesses preparing for MTD compliance.

Core Proposition
Get Ready for MTD with Xero.

Assets & Channels
The campaign adopted an integrated approach across various high-impact media channels to maximise reach and engagement. Assets included:

Static OOH
Digital OOH
National Press
Bus Sides
Taxi Sides
Taxi Tip-ups
Paid Digital
Web Banners
Owned and Paid Social
Radio
Digital Content Hub
Gated Content

BrandContext
The Government’s Making Tax Digital (MTD) programme is a key part of its efforts to make it easier for businesses to manage their tax obligations accurately and efficiently. This campaign highlighted how Xero’s product simplifies compliance with MTD regulations, making it the ideal choice for individuals and businesses alike.

Conclusion
This campaign leveraged an omnichannel strategy to position Xero as the ultimate MTD solution, driving awareness and establishing trust in the brand during a critical period of regulatory change. By focusing on the needs of businesses and emphasising Xero's user-friendly platform, the campaign was designed to resonate with its target audience and help businesses transition seamlessly into compliance.