Crazy Domains, the international domain name, web hosting and online marketing company, is re-launching itself with a focus on technology and product innovation, customer service and a new marketing campaign.
Following a competitive pitch, Crazy Domains appointed BWM Dentsu to develop a new marketing platform for the company based on its shift to an affordable premium service positioning.
The company is re-launching this month based on the insight that online services need to be Crazy Easy for Crazy Busy business owners.
Mark Evans, CEO of DreamScape Networks, the global parent company of Crazy Domains, said BWM Dentsu had developed an integrated re-positioning of the brand spanning every touch point with customers.
“Crazy Easy is exactly how we want our customers to think about Crazy Domains. The positioning we have developed with BWM Dentsu brings clarity to our marketing strategy, aimed primarily at small to medium business customers,” Evans said.
BWM Dentsu Melbourne managing director, Mark Watkin, said the marketing challenge set down by Crazy Domains was to move the brand away from their previous position of ‘cheapest in market’ to an affordable premium offer.
“Crazy Domains has made significant investment in technology, customer service and wider product offerings. We needed to re-position the brand to reflect this broader offering beyond just domain name registration. It has been essential not to lose sight of the needs of their small business market; things need to be low cost and simple,” Watkin said.
“We have re-built the brand across all touch points, starting with the website, new customer tutorials, new icons for Crazy Domains products, on-hold messages, through to an integrated campaign across all relevant channels (television, radio, OOH, online and social) based on the Crazy Easy for the Crazy Busy brand promise,” he added.
BWM Dentsu executive creative director, Murray White, said: “From the offset, we knew 60 per cent of small business owners (zero to four employees) didn’t have a website. Our read on this was that they were simply too busy to be doing the one thing that could help them the most. So we set out to create the least professional, most comedic characters possible and prove that no matter who you are, Crazy Domains makes getting online super easy.”
The campaign casts Rhys Darby as the crazy busy protagonist in five small business scenarios. Darby is known to many Australians for his role as Murray in Flight of the Conchords and has moved to LA to build his international comedy and acting career.
“Casting Rhys was integral to bringing the idea to life. Not only is he truly likeable onscreen, but his ability to invent characters and ad-lib on the scripts working with director, Taika Waititi, was always going to give the work a really fresh and unique feel,” White said.
The campaign will launch with a sponsorship of the Comedy Channel’s Open Slather and three 45 second brand TVCs across FTA.
• ‘Small Town’ features Rhys as a small business owner juggling three jobs to keep a customer happy; he is a mechanic, a hairdresser and a milliner, while at the same time trying to set up a website for his businesses.
• “Taxidermy” features Rhys as a less than competent taxidermist guiding his new assistant through the ropes.
• “Physio” features Rhys as a female masseuse with ‘very special’ hands giving a small business owner a little online advice.
All the spots help communicate Crazy Domains’ five easy steps to creating an online presence for small business, (Get a Name; Get a Site; Get Hosting; Get Email and Get Found), but this is just the beginning. The campaign has a number of fun and rewarding layers.
“Rhys’s characters continue to feature throughout the campaign in pre-rolls, outdoor, and digital display. We’ve even built terrific sites for the characters using Crazy Domains’ own tools,” White said.
The campaign will run from June 14 and can be seen on TV, catch up TV, OOH, digital display banners and radio (WA only).
Creative Agency: BWM Dentsu
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Murray White
Creative Director: Ed Carveth
Copywriter: Jake McLennan
Art Director: Cam McMillan
Managing Director: Mark Watkin
Planning Director: Susannah Stoney
Client Services Director: Belinda Murray
Account Director: Jana Wilkes
Account Executive: Bridget Lane
Senior Producer – TV/Content/Photography: Luisa Peters
Digital Experience Director: Mikael Perhirin
Social Media Manager: Ellison Bloomfield
Production Company: Curious Films
Director: Taika Watiki
Producer: Stu Giles
DOP: Lachlan Milne
Post Production: Method Studios
Executive Producer: Merrin Jensen
Compositor: Jamie Scott
Grade: Edel Rafferty
Music Composition: Electric Dreams
Sound Engineer: Flagstaff
Audio Engineer: Paul Le Couteur
Producers: Sal and Ceri
Media planning and buying: Vizeum