Already an established brand in the US, this campaign was the first attempt by Intuit to expand its market outside the US and into Southeast Asia and beyond, key priority markets for the brand. With the main focus in small and midsize businesses (SMBs), often family businesses, the challenge was to increase brand awareness and product benefit messaging that anchors on the global brand positioning – however still allows the audience to understand what QuickBooks is. Despite the diversity in the region, the serviced based solution shares attributes and desired benefits to SMBs. What unites them is the everyday reality of running a small business.