MYOB Crushes GST woes

Singapore - Australian accounting software company MYOB recently launched a Crush Advertising-conceptualised branding campaign which takes advantage of the upcoming GST hike to promote its product.

Targeted at small and medium sized businesses, the campaign conveys the message that MYOB offers accounting solutions to help deal with the GST rate change, enabling small business owners to spend more time growing their business or building family ties.

Branding efforts include a MYOB Sudoku Challenge postcard with a message - ‘Need Help Sorting Out Your GST?', with business owners encouraged to participate in the puzzle challenge through a competition to win copies of MYOB's accounting software.

"Accounting software is never an attractive proposition but still necessary to indicate and monitor the financial health of a company. We wanted to make it ‘sexy' yet stay relevant and so developed specific messaging, highlighting business concerns relevant to the target audience such as managing cashflow, the GST hike, growing the business, etc. We also maintained our speech bubble concept that has been easily identifiable with MYOB," Leonard Kang, GM, Crush Advertising said.

The MYOB campaign also includes outdoor and transit media such as advertisements on taxis, buses and billboards - Crush Advertising handled media planning and buying duties.