Crazy Domains launches ‘Crazy Easy for the Crazy Busy’ campaign via BWM Dentsu
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 via BWM Dentsu.
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.
Says Evans: “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.”
Mark Watkin, managing director, BWM Dentsu Melbourne 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.
Says Watkin: “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.
“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.”
Says Murray White, executive creative director, BWM Dentsu: “From the offset, we knew 60% of small business owners (0 to 4 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.
Says White: “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.”
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.
Says White: “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.”
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 Waititi
Producer: Stu Giles
DOP: Lachlan Milne
Post Production: Method Studios
Executive Producer: Merrin Jensen
Prod Designer – Neville Stevenson
Editor – Luke Haigh
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
18 Comments
Cant beat a good hand job
Nice one Jake!
Hilarious! Well done
beauty
Very funny indeedy. ‘Ah Mrs Johnson heres your thing’.
Actually funny. well done.
yeh
made me laugh
which doesnt happen much anymore.
not since that day. with that man and the carpet
I like these…
Nice performance. Pretty funny.
Absolutely no-one is going to remember the brand, though.
I do a lot of modeling… it’s mostly Hand Jobs, that’s where the money is – sooo many Had Jobs.
Jesus christ that’s some pretty damn low brow. I feel a lot dumber for watching.
Tells me nothing about the service offered.
These are horrible.
It’s a brand campaign you dumb fuck… not an info-mercial!
You’re kidding, right?
These are the most entertaining spots to come out of this country (a country that’s been lackluster lately) in a while.
The most frustrating thing for our ego-driven industry is that i bet Taika wrote the majority of these scripts.
I’m glad these exist. Head and shoulders above most.
Even if Taika did write some of it that’s a job well done. As creatives, our tasks are to get the best possible talents in a room to produce the best possible outcome – you wouldn’t say “i bet the illustrator drew all those” or “I bet the DOP shot all that” – its ego driven when we think being a comedian is just about making the same old scripts a bit funnier.
For the record @ you’re doing better said the scripts were written by the agency.
Taika was the best Director for the job given he’s worked with Rhys Darby before.
These aren’t half as funny as they’re trying very hard to be and because they dramatise absolutely no unique product or brand benefit to the consumer whatsoever, are a total waste of the client’s money.
Telegraphed and trite, the gags are tired, tried and tested – in line with the true comedic talent of the main protagonist.
Which, all in all makes them great for an AWARD student’s book, but disastrous paraded anywhere else.