GoDaddy has moved away from its infamously controversial ads in its first all-Australian marketing campaign.
Technology provider, GoDaddy has rolled out its first all-Australian marketing campaign with TBWA Sydney.
'Cursor Man' sees a small business set up like an actual computer, complete with folders and a cursor and aims to show the convenience of GoDaddy technology in setting up a website.
GoDaddy ANZ vice president and MD Tara Commerford says the campaign depicts the struggles faced by small businesses when going online, with nearly 40% of owners admitting they don't know where to begin the process.
“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 says.
The campaign comes off the back of a recent study from GoDaddy which found that 61% of small and medium-sized businesses (SMBs) still don't have a website, yet 70% of them want one in the future.
GoDaddy marketing director Derek Craig says: “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.”
“It 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."
While the campaign is humorous and somewhat unusual, it's a departure from the infamously controversial American GoDaddy ads of the past.
The company has caused a many a stir with ads, such as the Janet Jackson wardrobe malfunction spoof, a model and geek making out for the duration of an ad and a puppy falling out of a car.
GoDaddy's 2017 Super Bowl spot turned the internet into a person complete with a sneezing panda, an ice-bucket shower and a www tattoo. Previously, GoDaddy launched a global campaign with an Australian iteration.
The campaign is supported by TV, online advertising, social media, and events for SMBs throughout the country.