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The ATO wins AMI award for Single Touch Payroll campaign

22 Nov 2020

The ATO wins AMI award for Single Touch Payroll campaign

It’s not every day you get to work on an award-winning communications campaign but for the team at the ATO, this became a reality last week after walking away with the state award (ACT) for their Single Touch Payroll (STP) campaign at the Australian Marketing Institute’s Marketing Excellence awards for the best integrated marketing communications program. 

The award recognises excellence in the implementation of an integrated communications program. 

Sally Bektas, Assistant Commissioner, Marketing Communications at the ATO said: ‘I’m absolutely thrilled with the work of the team on this campaign. They truly delivered an integrated campaign in every sense, across messaging and channels.’  The team working closely with campaign partners, Spinach Australia for creative work, WE Communications for PR and The LOTE agency for multicultural marketing to deliver effective communication to small businesses.

Isabel Plemenuk, Nathan Brereton and Sally Bektas from the award-winning campaign team.

The campaign’s objectives were to ensure the successful transition of around 750,000 small employers to STP ahead a mandated start date for reporting. A number of these employers had low digital capability and low awareness of STP.

With the deadline approaching for small employers to transition to STP, the ATO knew they needed an integrated marketing program to overcome these communication challenges and encourage employers to take the next step.

“We knew that using single channels isn’t optimal – advertising, direct mail and PR work best when used in tandem so employers are exposed to multiple channels. We also knew that late adopters need to hear information from multiple sources, feel social pressure and see evidence through testimonials which put a human face to the message.”, Sally said.

One of the video sessions.

The campaign featured a testimonial program called ‘One Step Ahead’ where early adopters talked about their positive experiences with STP. As part of this program, fifteen written testimonials, five testimonial videos and one hero video were leveraged across traditional and social media, ATO channels and via payroll software providers.

 “This strengthened the credibility of the ATO’s messages with third party endorsement and put a relatable human face to a government message.

This year has been tough for small businesses.  More so than ever, communication to this audience needs to be timely, high impact and easily consumable so businesses can get on with running their businesses, Sally said.

You can find out more about the campaign, view some of the creative and read the full list of AMI award winners.

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