GoDaddy made quite a name for itself through its provocative Super Bowl advertising – until it had achieved the cut through it needed perhaps or had a changed of heart about all publicity being good publicity. Then GoDaddy began to tone its voice down to normal levels.
Now the world’s largest technology provider dedicated to small businesses has launched its first all-Australian marketing campaign.
The campaign, Cursor Man, was created by TBWA Sydney. It’s the story of Mark, a small business owner who goes to extreme lengths to get his business online, including dressing up as a real-life computer cursor.
Tara Commerford, vice president and managing director, GoDaddy Australia and New Zealand, commented, “Despite being a fictional business, Cursor Man illustrates some of the struggles that real Aussie SMBs face when it comes to going online – nearly 40% admit they don’t know where to start. We’ve injected some real humour into the campaign, while at the same time, we want to raise awareness with small businesses across the country that building a website can be a simple process with GoDaddy, regardless of their level of technical ability.
It uses GoDaddy’s characteristic humour, but otherwise it’s not aiming to ruffle feathers.
The TVC, which was produced by Photoplay and directed by Gary John, is on air nationally, supported by online advertising, social media and events for SMBs throughout the country.
“We wanted to create a campaign that clearly shows that you don’t need to rely on tech-savvy relatives or expensive technology to get your business up and running on the web: it takes less than an hour to establish a website that can deliver real value,” Commerford added.
Recent GoDaddy Survey research highlighted that 61% of SMBs still don’t have a website, although 70% of them want one in the future. Cost and lack of technical expertise remain the two key barriers for them to get online. The set for the TV commercial reflects some of these insights.
Derek Craig, marketing director, GoDaddy Australia and New Zealand, noted, “In this campaign, we wanted to capture the ambition and attitude that drive Aussie SMBs, and show them how they can channel those traits into an online business. Getting online is now easier than ever and that’s how we landed on the core message, ‘So simple, even your dad can do it’. This Campaign will hopefully serve as a reminder to Australian business owners, in a humorous way that creating a digital presence can have a new impact on their business.”
Here is a potted history of GoDaddy Super Bowl advertising:
And here is its 2017 Super Bowl campaign: