The 'end of financial year' is commonly known in financial circles by the acronym 'EOFY', and is a popular time of year for financial companies to have a bit of fun with some jargonistic word play. June 30 marks the last day where consumers can make purchases to claim on their tax return for that financial year, and so it is common to see plenty of these kinds of ads in June.
Here are some from 2022:
In June 2022, Officeworks launched their 'EOFYthing' ad campaign in an effort to encourage people to come and buy office supplies before the new financial year started on July 1. For this campaign, they created the neologism 'EOFYthing', a jargonistic blend of the acronym 'EOFY' with the pronoun 'everything'.
The purpose of this non-Standard English and morphological creativity is to create a memorable slogan to catch customers' attention. It also aims to present the Officeworks brand as fun, and more than just boring office supplies.
You can view a video of the advertisement in the article below:
This end of financial year featured some other tax-themed puns, seen here with financial institution Maxxia.
Like Officeworks, their ad was also morphologically creative, blending the noun 'tax' with the adjective 'excited' to create 'taxcited.'
The purpose of this language use is the same as that of Officeworks, although whether it will get people excited about doing their tax return remains to be seen.
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