"The launch of Solo by MYOB presented a substantial opportunity to appeal to this audience with a product designed specifically for their needs."
MYOB has launched Solo app to help sole operators escape the burden of work-related admin.
M&C Saatchi’s ‘NMBL’ integrated agency model led the brand creation, PR, and a launch campaign featuring comedian Tom Cashman. The digital-first brand was developed specifically for the app, combining intuitive UI design and motion behaviours to give a sense of forward momentum and make it easy for sole traders to ‘unlock’ admin.
The campaign then introduces the ‘Do Less Work Work’ platform, highlighting the difference between the work sole operators love, and the tedious ‘work work’ that holds them back. The phrase was first introduced on social media by Cashman and then activated amongst other sole operator influencers, before rolling out across film, out-of-home, stadium signage, radio, social, and digital channels.
MYOB general manager, brand and marketing at MYOB Gab McKenzie said the brand had a "unique opportunity" to launch their first product for sole operators.
"Our work needed to challenge existing perceptions of our brand and connect with a new audience who may never have considered us before," McKenzie said.
"The launch of Solo by MYOB presented a substantial opportunity to appeal to this audience with a product designed specifically for their needs.
"I’m proud that we’ve delivered a campaign that is fresh and distinctive, and that has opened up a new conversation with sole operators, who are a vital part of the Australian business ecosystem."
M&C Saatchi national ECD Scott Dettrick said building this brand from the ground up and seeing it come to life through a fully integrated launch campaign has been an incredible opportunity for the NMBL team.
"Sole operators too often get buried in the 'work work' and the Solo by MYOB app offers real relief from that admin," Dettrick said.
"We took a culture-first approach by partnering with Tom Cashman, not just as talent in the films but as an influencer. His signature comedic style was the perfect way to spark conversation on social media.
"Every element of the campaign from film and outdoor, to radio and social is bespoke to the media to bring the 'Do Less Work Work' message to life in the most engaging way."
The campaign was launched through a strategic integrated media buy via iProspect, supported by Social, Display, Online Video and Search via Sparro by Brainlabs, and Influencer Marketing from Dentsu Creative.
