MYOB teamed up with iProspect for the launch of its new app, Solo by MYOB.
The media integration tapped into the reality television and provided insight into how most of the production team behind some of Australia’s most loved reality shows are sole traders.
Solo by MYOB is designed to help sole operators escape the burden of work-related admin and ad built on the brand’s ‘Do Less Work Work’ platform for the new all-in-one mobile app, resulting media integration playfully blurred the lines between advertising and reality.
Cutting to Seven’s Australian Idol at the end of the ad break, audiences saw and heard the crew talking ‘off camera’ about using Solo by MYOB to undertake tasks like get paid and capturing expenses for their work on set. This behind the scenes sneak peek kept the viewer in the context of the show while learning about the app.
“We love the creativity and out-of-the-box thinking this integration built during the Solo by MYOB launch campaign,” Gab McKenzie, general manager of brand and marketing at MYOB, said.
“Fresh and distinctive work executed in channels that are a bespoke fit were critical to capture attention and cut through with sole operators, a large and vital part of the Australian business ecosystem.”
Sam Bremner, iProspect Client Partner, said: “Finding ways to get your ads noticed in competitive environments can always be a challenge, which is why we’ve loved what we’ve built out with Seven and MYOB. Our campaign has found a way to playfully blur the line between reality TV and what’s real, while staying true to our aim of showcasing the simple app experience and driving demonstration to sole operators of just how easy it is to invoice and get paid.
“We specifically wanted to highlight the aspect of reality TV and the involvement of sole traders in bringing TV shows like this to life. As an agency we undertook a thorough briefing process to identify the media partner best suited to help bring our campaign objectives to life, and Seven stood out with a particularly strong response and platform.”
Katie Finney, national television sales director at Seven, said: “The Solo by MYOB sponsorship connected Australian Idol audiences with the platform in a bold, disruptive way. It was a standout collaboration with MYOB, iProspect and Seven that pushed the boundaries of integration while showcasing the benefits of the app and driving audience engagement.”
The campaign ran through the Australian Idol season, which recently finished its run on Seven.
Credits
Client: MYOB
Chief Customer Officer – Dean Chadwick
GM Brand and Marketing – Gab McKenzie
GM Acquisition Strategy and Marketing – Natasha Connor
Senior Marketing Campaign Manager – Rebecca Mitchell
Integrated Marketing Manager – Genamay BennettBurkhardt
Associate Creative Lead – Angus Keech
Media: iProspect
Chief Strategy Officer – Nick Kavanagh
Strategy Director – Ed Heaney
Group Investment Director – Vera Manalac
Client Partner – Sam Bremner
Client Director – Matt Grimmond
Client Manager – Sebastiano Zanre
Client Executive – Claire Watson
Client Associate – Mia Mergler
Media Partner: Seven West Media
Katie Finney – National Television Sales Director
Charlie Brown – Head of Entertainment
Julia Scales – Group Business Director
Alan Gordon – Group Business Manager
Adele Montgomery – Brand Content and Integration Executive
Production: Red Engine Creative
Sarah Taylor – Director & Creative
Jill Munt – Producer
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Martin Spratt – DOP
Giselle Epstein – Flame
Simon Connett – Audio Mix