iProspect x Solo by MYOB - Still Rolling

The Challenge

MYOB has long been a trusted name in SME accounting, but the market was shifting. New competitors were flooding the space with lightweight, easy-to-use tools, and sole traders, the largest segment of SMEs in Australia, were increasingly opting for simple, no-fuss solutions. 

The perception problem was clear: sole traders saw MYOB as “too advanced”. Despite being the backbone of the economy, this audience was overlooked and underserved. Of the 2.6+ million SMEs in Australia, 1.9 million are sole traders, yet many still rely on free tools like Excel or informal advice from online forums. 

The opportunity was massive, but so was the challenge: 

• Reposition MYOB as relevant and approachable for sole traders without alienating its SME base. 
• Launch a brand-new product (Solo by MYOB) with zero existing users or social proof in a category where trust and peer recommendations drive decisions. 
• Cut through a crowded market where traditional advertising often gets ignored, and do it in a way that feels authentic, not corporate. 

This wasn’t just about awareness, it was about changing entrenched perceptions, building trust from scratch, and creating cultural relevance for a product that sole traders didn’t yet know they needed. 

The Solution

Insight revealed that sole traders often feel underqualified to choose tech and rely on peer advice, but with no existing users, how could Solo feel trusted and proven? 

We found our answer in culture: 70% of the Australian TV production workforce are sole traders, the unsung heroes behind the scenes. So instead of buying another ad break, we broke into the show. 

We partnered with Australian Idol, embedding Solo into the program through a bespoke integration that blurred the line between entertainment and advertising. Real crew members were shown using Solo to manage invoices and expenses in behind-the-scenes content, creating authentic social proof. 

The tone was proudly unbusinessy, full of attitude, and mirrored the everyday hustle of our audience. 

The campaign extended beyond broadcast: 

• Solus billboards and bumpers across live and VOD 
• TikTok content for behind-the-scenes moments 
• 7Act QR integrations for instant app downloads during ad breaks 

This approach hijacked attention, interrupted expectations, and made Solo feel like part of the cultural fabric, not just another product. 

Results

The campaign smashed targets across all fronts: 

Campaign Impact 

• Reached 42% of Australians (11M) and 580K Soloists (+22,530 above plan) 
• Drove 15% uplift in SEM CTR, 7% increase in conversion rate, and 41% surge in search volumes 

Consumer Impact 

• +12pp increase in consideration (above target) 
• +32pp uplift in perception of Solo as relevant for all businesses 

 Commercial Impact 

• Achieved 114.4% of Solo subscription target 
• Overall, MYOB subscriptions hit 134.7% of the target 

In a category full of noise, our Idol integration hit the right note. By embedding Solo by MYOB into the cultural fabric of Australian Idol, we didn’t just advertise, we entertained, educated, and engaged. This was a campaign that turned the spotlight on the sole traders behind the scenes and gave them a tool to keep their businesses moving.  

It blurred the line between ad and action, scripted and spontaneous TV. It reintroduced MYOB to a new generation of business owners, one invoice, one expense, one download at a time, using a fresh, social-proof-led approach that put Solo by MYOB centre stage, in a way only TV could.