The Campaign

Shop 404 was a real supermarket that simulated all the problems faced by customers of small businesses online without a good domain partner. All the common problems were simulated at the physical store. The cashier froze from time to time, sales attendants recommended completely unrelated products, the OPEN sign kept getting flipped the moment a customer woud approach the entrance, even the lights went out from time to time.   For one full day the supermarket was dressed as Shop 404. Candid footage of customers’ ordeal were then edited into four videos and then distributed through social media via targeting.

Creative Execution

GoDaddy took over a supermarket in an area densely populated with small businesses. The supermarket was used to simulate all problems that people face when they don’t have a good domain partner. The cashier would freeze and stimulate buffering, sales attendants recommended completely disconnected products, the lights went out from time to time. Even the open and close sign was flipped as soon a customer approached the entrance. The shop itself was renamed Shop 404 to remind people of online error pages that customers face.

Describe the success of the promotion with both client and consumer including some quantifiable results

GoDaddy received an overwhelming response. Online queries increased by over 19% compared to the same time last year. The videos were widely shared on social media. The overall impression of the campaign was highest among all GoDaddy campaigns. Each video reached around one to two lakh people with 84, 000 reactions, comments and shares. The videos became talking points among youngsters and GoDaddy drove in many new customers.

Explain why the method of promotion was most relevant to the product or service

GoDaddy wanted to reach out to the ever increasing small business owners of India. They wanted to highlight the need for a great domain solutions partner to this set. For this they created Shop 404.  This day long stunt resulted in content that was then distributed via social media to an even larger base of small business owners.

The strategy was to put small business owners in the shoes of their customers by simulating their site problems in the physical world. We created a stunt that affected small business owners and the content generated from it was merchandised through targetted social media videos.