MYOB has partnered with Seven West Media's Australian Idol to create a campaign that blurs the lines between reality television and advertising.

The integration, developed in partnership with Dentsu's iProspect, promotes MYOB's new application for sole operators, Solo by MYOB. The app aims to simplify processes such as invoicing and expense capture for sole traders, a significant segment of the Australian business landscape.

The integration featured behind-the-scenes content where the production crew of Australian Idol discussed utilising Solo by MYOB for tasks like getting paid and capturing expenses. The approach was intended to resonate with sole traders by demonstrating the app's practical applications in real-world scenarios.

The campaign ran throughout the Australian Idol season, which has recently concluded. It was a collaborative effort involving MYOB, iProspect, Seven West Media, and Red Engine Creative. A promotional video for the campaign is available online.

General Manager of Brand and Marketing at MYOB, Gab McKenzie, said: "We love the creativity and out-of-the-box thinking this integration built during the Solo by MYOB launch campaign. 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."

iProspect Client Partner, Sam Bremner, 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."

The campaign's creative approach was designed to capture the attention of sole traders, who are a critical component of the Australian business ecosystem. By integrating the app's functionality into the context of a popular television show, the campaign sought to demonstrate the app's utility in a relatable and engaging manner.

National Television Sales Director at Seven, 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."