Understanding taxes can be tricky which makes one avoid the subject. The idea was to help India understand how tax is calculated.
FoxyMoron, with support from its sister agency Phosphene, gamified the campaign. This social media game on tax filing not only was engaging, but also educated the players. This game explained different categories of tax that everyone should know. The simple, yet informative game also helped players understand why the answers were right and wrong. This game was also recreated on popular content sites such as First Post, India Today, The Quint, among others.
The campaign garnered the following results:
1. 42.7 million reach
2. 36 million impressions
3. 1.93 million engagement
4. 59% clicked through to learn more about the ABC of Taxes via the blog
5. This campaign won Gold in the Best Digital Branded Content (Non Video) category and Silver in the Best Content Marketing (Mobile) Awards category at the e4m Content Marketing Awards 2020.