MYOB Launches ‘Solo’ App with Help of Comedians and M&C Saatchi

MYOB has unveiled its Solo app, accompanied by a high-profile campaign ‘Do Less Work Work’, developed in collaboration with M&C Saatchi Group, iProspect, Sparro, Dentsu, and MYOB’s in-house agency.

The campaign, which features comedians Tom Cashman and Broden Kelly, aims to highlight the stark difference between the work sole traders love and the tedious admin that consumes their time.

Scott Dettrick, national executive creative director at M&C Saatchi, told LBB the campaign was born out of an insight that sole traders often spend more time on paperwork than on their actual work.

“There’s their work, and then there’s the work they have to do after their real work, which is their ‘work work’,” Scott said.

The phrase “Do Less Work Work” was first introduced on social media by Tom Cashman, whose comedic style helped the concept go viral. His TikTok video, which debuted the campaign, garnered nearly 2 million views in just over a week, sparking a broader conversation among sole traders.

“Tom is an influencer in his own right, and his ability to connect with audiences on social media was key to the campaign’s success,” Scott said.

“He didn’t just deliver our message — he made it his own.”

The campaign’s media-specific approach ensured it resonated across different channels, from TikTok and radio to outdoor advertising and stadium signage. Scott emphasised that each element was tailored to its platform, avoiding a one-size-fits-all approach.

“We didn’t want matching luggage,” he said.

“The outdoor ads, films, and social media content all had their own unique flavour, but they all tied back to the core message of doing less ‘work work.’”

At the heart of the campaign is the Solo by MYOB app, which offers features like expense tracking, fast invoicing, and payment management to help sole traders reduce their admin burden.

“This isn’t just another productivity app,” Scott said.

“It’s a solution that addresses a real pain point for sole traders, giving them back precious time and improving their quality of life.”

A national study of over 1,000 sole operators revealed the hidden costs of working solo, with 77% reporting feelings of loneliness or isolation and more than half stating that administrative burdens leave them with less time for relationships or self-care.

Scott, whose wife is a sole trader, said the campaign’s insights hit close to home.

“She’s working nights on the things she probably doesn’t want to be working on, or has to take time on the weekends to do BAS statements and things like that,” he said.

“If you could give them even some of that time back, which the app definitely does, that’s a pretty powerful thing.”

Gab McKenzie, general manager at MYOB, explained that with the launch of MYOB’s first product for sole operators, the business had a unique opportunity to challenge existing perceptions of the brand and connect with a new audience.

“With the launch of Solo by MYOB, we had a substantial opportunity to appeal to this audience with a product designed specifically for their needs,” she said.

“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.”

The campaign is expected to be the first in a broader brand platform, with additional elements rolling out in the coming weeks and plans to tie into key events for sole traders later in the year.

“We’ve definitely got quite a bit rolling out over the next few weeks on this, but once it’s out, we do have some other things that are in the works that we could launch at a later stage, around other key events for sole traders during the year,” Scott said.

For now, the Solo by MYOB app is available for download, offering sole traders a chance to reclaim their time and focus on what they love.

“Seeing sole traders connect with the ‘Do Less Work Work’ message has been incredibly rewarding,” Scott said.