When I think of GoDaddy, I think of a woman in a GoDaddy uniform, telling me I can create a domain name and website, in a bland boring and disengaging advertisement. There was no story, no enticement, no emotional value. It was a matter of fact explanation of the services provided. And as a business to business communication, perhaps that was appropriate. However the types of people who are starting businesses and making websites is changing. It is no longer a suit wearing, briefcase holding, office dwelling man, rather the younger audience of freelancers.
Old vs. New GoDaddy ad
The new ad campaign, I saw first on YouTube Pre-roll, in November last year. At the first watch I hadn't even considered it to be GoDaddy, because, well, it was too cool. It spoke to me as a young person, played on my emotions, and used creative imagery to draw in those like-minded. With the words "Make your ideas a reality" printed over the top of trendy young people, and images of website design, showing that the future of businesses is in the hands of the youth.
Moving forward to just last month, they used ex - Footballer and winner of I'm a Celebrity Get Me Out of Here, Harry Redknapp, in a humorous advert, that pays reference to his time in the jungle, and the thing he talked about most whilst he was in there...Jam roly-poly's.
This is immediately connecting with the younger audience, as anyone who watched the show, 62% of whom were aged 16-34, would understand the references made. This shows they paid attention to what their target audience are talking about, and have become part of the conversation. A stark contrast to their boring old matter of fact adverts.
Alongside their new tone of voice in adverts, GoDaddy also rebranded, and changed their logo.
They changed from the old recognisable typeface with a logo of a man assumed to be the 'daddy' -
- to a new, modernised and simple logo, with no image or icon, in a simple easy to read font, with a small arrow in the G.
This simplifying of fonts and logos has become common amongst many brands including Google, Hotmail and Yahoo. It seems to me, at least, that a simpler, sleeker more modern logo, increases trust. This, as well as the more creatively and relevant advertisement, creates, in my eyes, a more trustworthy image of a brand as well as a more exciting one.
It is proof as well, that a service or product cannot rely solely on what it has to offer to promote it, but it must first draw people in with the advert, before explaining why the customer needs them.
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