GoDaddy commercials: love them, or not … the edgy, slightly inappropriate TV commercials have helped make the Web hosting provider and domain name registrar a world leader on the Internet and a household name with mainstream audiences. Now, GoDaddy is announcing plans to evolve the iconic brand with a new marketing effort set to debut during the Olympics NBC broadcast. The campaign is titled “Inside / Out” and was created by the New York office of Deutsch Inc.
Considering GoDaddy’s well-documented marketing success over the years, signing an outside agency is somewhat of a risk. While critics historically panned the TV ads, GoDaddy leveraged the buzz, using “Push to Web” advertising to attract website visitors and convert them into customers.
GoDaddy’s Super Bowl campaigns have been produced in-house for the last seven consecutive years and are credited with helping grow new domain name market share to more than 50 percent worldwide.
“We are teaming up with Deutsch because we think the team there ‘gets us’ and can help take GoDaddy to the next level,” said GoDaddy Chief Marketing Officer Barb Rechterman. “They understand our story and we think working with Deutsch is going to be an important step in GoDaddy’s brand evolution.”
The plan is for the new ads to be true to GoDaddy’s sense of fun, but engage viewers more deeply around what exactly GoDaddy does to help millions of people and businesses grow their presence online.
“We see this as a tremendous opportunity to take GoDaddy, one of the most recognizable Super Bowl advertiser brands, or Internet brands for that matter, and make it relevant for what it does,” said Val DiFebo, Deutsch NY CEO. “GoDaddy has a phenomenal growth story and delivers a brand of service unlike any of its competitors. Our challenge is to tell that story in a way that is still fun and edgy, but showcases more of GoDaddy’s specific offerings.”
Deutsch Inc. Chairman Donny Deutsch has watched the GoDaddy advertising story unfold over the years, having reported about it on CNBC’s “The Big Idea” and critiqued many of GoDaddy’s Super Bowl commercials. “Deutsch is the right agency for GoDaddy at this point in their growth. Look for GoDaddy to be on their typical big stage, with a smart business-focused step change,” noted Deutsch.
GoDaddy’s CMO has been leading the company’s day-to-day marketing strategies and operations since before GoDaddy was registering domain names. “Now is the time for a new era of GoDaddy advertising,” Rechterman said. “One of our strengths has always been a willingness to take risks, especially with our marketing. The new Olympics campaign pays homage to the past success, but spotlights GoDaddy’s technical strength and entrepreneurial spirit.”
GoDaddy serves more than 10.3 million customers worldwide and ranks as the world leader for Web hosting, domain name registrations and new SSL Certificates.
“People know who we are, our Super Bowl marketing has helped make GoDaddy a household name,” said GoDaddy CEO Warren Adelman, who has been with the company for nearly ten years and took over leadership in December. “Our customers think of us as their business partner because of our products, infrastructure and service. What we want to do now is market in ways that tell people more about what we do to help businesses grow online.”