UK domain registrar, 123-reg, has embarked on a comprehensive television advertising campaign in a bid to encourage viewers to get their businesses
online and to drive public awareness of the next generation of generic Top-Level Domains (gTLDs).
The adverts, which are running throughout May and June across a range of sports and men’s interest channels, including Dave and BT Sport, have been developed in conjunction with digital production agency, 383 Project.
Designed to appeal specifically to an ABC1 male audience, the adverts take a humorous approach to explore the possibilities presented by new domains such as .london, .webcam, .club, .xyz, .build and pub, and .dating.
Nick Leech, group marketingdirector at 123-reg’s parent company, Host Europe Group, said: “As a business that talks day-in, day-out, about the importance of being online, this approach may, to some, seem counterintuitive. But for all the talk of the age of the internet, the fact is that there remains a hard core of businesses and individuals that don’t yet feel comfortable online.
“Recent research has found that nearly 50 per cent of UK SMEs have no web presence at all. In taking our message on TV, we aim to show the scope and diversity of new gTLDs, showing that there is one for every different business or person, as well as promoting our brand to a totally new audience.
“Traditional marketing techniques remain incredibly important for businesses, helping to drive and reinforce brand recognition and market awareness. As such, we have made a concerted effort to strengthen our marketing footprint in traditional channels, and this television campaign follows sustained outdoor and above the line activity we have been trialling with considerable success over the past year,’’ he concluded.
View the advertisement here.
