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The Lost Receipt

HNRY

Issue 56 | October 2020

Agency

FCB NZ

Creative Team

Chief Creative Officer: Tony Clewett Senior Art Director: Melina Fiolitakis Senior Copywriter: David Shirley

Production Team

Production Company: International Rescue Producer: Robb Finn Illustrator: Janine Wareham

Other Credits

Creative Services Director: Jenni Doubleday

Date

February 2020

Background

Hnry is accountancy software that removes the pain freelancers and contractors feel every tax season by looking after their invoicing and tax returns for them. But, as a brand new offering, the company wasn’t well known. The task was to build their fame and earn them thousands of new customers in time for their upcoming investment round – a moment which would decide whether this fledgling business was viable and would continue to operate.

Idea

To get the attention needed, one tiny piece of the pain felt by freelancers every tax season was taken and made big and famous – a single lost receipt and one unhinged man’s nationwide hunt to find it. The search for the lost receipt wove through a variety of media, each adding to the overall story. Flyers adorned lampposts and community noticeboards. Naively painted, long-copy billboards were slapped up and oddly meandering radio spots hit the airwaves. On Instagram, posts took increasingly surreal leaps, as the fictional hero fretted about what had happened to his tiny paper friend. And even the skies over Auckland weren’t safe, as a plane towed a banner past the Sky Tower, pleading for information on the receipt’s whereabouts. Offers of help flooded in from people all around the country. But, he eventually had to give up his search and file an incomplete tax return, revealing to an intrigued following that, next time he’ll just leave it to Hnry.

Results

As a result of the campaign, Hnry is now New Zealand’s fastest growing tax company. And the new investment round they were trying to raise $1.5 million from, was oversubscribed by 43%, netting them $2.15 million.