| Title | GODADDY: RAY'S FLAMIN' HOT SAUCE |
| Brand | GODADDY |
| Product / Service | GODADDY WEBSITE BUILDER |
| Category | A10. B2B |
| Entrant | WITH COLLECTIVE Sydney, AUSTRALIA |
| Idea Creation | WITH COLLECTIVE Sydney, AUSTRALIA |
| Idea Creation 2 | MAGNUM PR Sydney, AUSTRALIA |
| Media Placement | WAVEMAKER Sydney, AUSTRALIA |
| PR | THE PR GROUP Sydney, AUSTRALIA |
| Production | FILMGRAPHICS ENTERTAINMENT Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Steve Coll, Courtney Fay, Kate Ross, Iain Todd, Alex Mills, Tom Warren | WiTH Collective | Creative Agency |
| Various People | Magnum & Co | Many |
| Various People | PR Group | Many |
| Various People | Wavemaker | Many |
We created an online start-up with Australia’s least tech-savvy actor, Ray Meagher, to launch an online business – ‘Ray’s Flamin’ Hot Sauce’. Ray was the perfect candidate to prove anyone could build a website in less than an hour. He’s a seventy-something technophobic septuagenarian with no online presence and he’s has the same email address for 20 years. Plus, he’s no stranger to entrepreneurship, having played small business owner Alf Stewart on Home and Away for 30 years. His Logie wins aside, he’s just a regular Aussie battler – like our target audience.
Ray’s hot sauce was sold through RaysFlaminHotSauce.com – a website created with GoDaddy’s Website Builder. Extending the idea, Magnum & Co created Ray’s first ever Facebook and Instagram pages, seeding teaser videos for his hot sauce. To add substance to Ray’s new-found social presence, Magnum & Co worked with influencers to share unbranded bottles, prompting intense interest in Ray’s new venture before a single bottle was sold. This activity coincided perfectly with public speculation that Ray’s character was set to finally leave Summer Bay after 30 years on the show. Then, with all eyes on our Aussie icon, our TV, social, OOH and display ads came in hot. Ray drove GoDaddy’s brand message that he owed his business’s success to his website. And he rallied Aussie businesses to get online too by proving it’s so flamin’ easy, even he could do it in less than an hour.
The first batch of 2000 hot sauce sold out in just 10 days. 100% of the proceeds went to the Cure Cancer Australia Foundation. A subsequent further run of 2,500 bottles have also sold out. In the first 6 weeks following the launch of our integrated campaign, working with PR Group to execute the earned element, and Magnum & Co to execute the social creative and paid implementation, collectively, we achieved: • 95 pieces of earned media coverage • 952M impressions Social media results: • Total impressions: 7,125,858 • Video views: 1,490,491
The success of this direct campaign depended entirely on attracting new customers to GoDaddy’s website building platform. Every single piece of comms aimed to generate a click, with a direct invitation to experience GoDaddy’s website building platform for free. As a result, the campaign exceeded every single target, including that of new customer acquisition.
We identified three barriers preventing our target audience from getting a website: 1. Cost – they think it’s too expensive 2. Time – a small business owner wears many hats and is usually extremely stretched 3. Technical skills – they don’t believe they have the know-how to build a website or get online. We needed to make them rethink these reasons by showing them that GoDaddy Website Builder’s is flamin’ easy.