Crazy Domains Appoints BWM Dentsu For Crazy Rebranding
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).
Credits
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
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.