How a Simple Creative Concept Helped MYOB Reach New Customers at the EOFY.

Although another financial year has come to an end, it’s also the perfect opportunity to reflect on how other brands embraced this key moment to secure new customers. When it comes to grabbing attention in a crowded market, smart creative execution makes all the difference. One standout example we wanted to share with you is MYOB’s “Do Less Work Work” EOFY campaign, which used simple, bold creative to engage a whole new audience who may not have previously considered the brand.

EOFY can be a noisy time for advertising, but MYOB found a way to stand out. Rather than relying on feature-heavy messages or complicated product talk, their EOFY campaign cut straight to the emotional core of its target audience, solo business operators. It tapped into a universal truth: no one starts a small business to get bogged down in admin.

Simply talking about MYOB features wouldn’t draw an eye or turn a head - they needed to change the conversation entirely. By delivering a campaign that felt fresh, distinctive and relative to their situation, MYOB began to build new relationships in a vital segment of the Australian business community at the perfect time of year.

The creative concept was beautifully simple. Using clear, uncluttered graphics, the campaign contrasted the “Work” solo operators love, with the “Work Work” (invoicing, accounting, expenses) they often dread. The solution? SOLO by MYOB - an app designed to take care of the “Work Work,” so small business owners can get back to what they’re passionate about.

Visually, the message was fast, clean and memorable, critical in a busy EOFY landscape where brands fight for attention. Instead of promoting dry product specs, MYOB sparked a new conversation with a previously untapped segment of the market.

It’s a great example of how creative simplicity, strong audience insight and smart execution can break through the noise, especially at key moments like EOFY.

If your brand is facing a similar challenge, whether it’s solving a complex customer problem, launching a new product, or reaching a broader audience, 2 Creative Media is ready to help you do exactly that.

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