“We wanted to highlight the involvement of sole traders in bringing TV shows like this to life."
Business management solution MYOB tapped into reality television to celebrate the launch of its new app Solo by MYOB designed to help sole operators escape the burden of work-related admin.
Developed by iProspect, the media integration tapped into the insight that most of the production team behind some of Australia’s most loved reality shows are sole traders.
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.
MYOB general manager of brand and marketing Gab McKenzie said fresh and distinctive work executed in channels that are a bespoke fit were critical to capture attention.
iProspect client partner Sam Bremner said finding ways to get ads noticed in competitive environments can always be a challenge.
"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," Bremner said.
“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.”
Seven national television sales director Katie Finney 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," Finney said.
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 Bennett-Burkhardt
· 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
· Martin Spratt – DOP
· Giselle Epstein – Flame
· Simon Connett – Audio Mix
