auDA promotes .au for Australian businesses in new ‘Aussies get it’ campaign via Dentsu Creative

auDA has launched a nation-wide campaign via Dentsu Creative, that highlights the benefits of a .au powered website and email address for Australian businesses.

The “Aussies get it” campaign celebrates items that Aussies recognise and understand as uniquely and iconically Australian. Just as a .au at the end of an email or website represents a uniquely Australian online presence, an Aussie-rules football, a surf-lifesaving cap, fairy bread and a wombat road sign are iconically Australian and instantly recognised by fellow Australians.

Backed by auDA research and developed by Dentsu Creative with support from Thinkerbell, the campaign encourages small businesses and entrepreneurs to build their online presence by leveraging the value of a .au domain name.

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The auDA research shows:

· Half of Australian consumers will only buy online from a website ending in .au
· Three in four trust an Australian business if its website address ends in .au
· 70% of small businesses with a domain name choose .au for their website or business email
· Customers look out for .au website or email address to verify that a business is credible, especially when they discover it via social media.

auDA CEO Bruce Tonkin says: “Australian businesses choose .au domain names because they’re recognisably Australian and demonstrate the online credibility that consumers expect when shopping online. Australians also seek .au websites to support local businesses – two in five check a .au first when buying online – a clear indication that Australians and Australian small businesses benefit when they choose .au.”

auDA Chief Communications Officer Sophie Mitchell says: “auDA is thrilled to launch this campaign, reminding Aussies that .au is the most effective domain through which to reach customers online and drive business results”.

auDA’s “Aussies get it” campaign follows auDA’s campaign to launch the .au direct namespace in 2022, and which also ran over 2023-2024. The new campaign will run nationally on digital, audio and outdoor channels from March until July 2025.

View the campaign landing page here.

Agency: Dentsu Creative
Anita Day – Group Account Director
Bart Wright – Senior Account Manager
Graham Alvarez-Jarratt – National Head of Strategy
Trent Hendrick – Group Creative Director
Katie Britton – Senior Copywriter
Mat Hine – Senior Art Director

Media:
Nishi Jarver – Client Partner, Dentsu QLD
Elizabeth McGahan – Digital Director, Dentsu QLD
Kelsey Mitchell – Digital Client Executive, Dentsu QLD

PR:
Madeleine Page – Head of Consumer and Brand PR
Vivian Chen – Account Manager
Nadia Othman – Senior Account Executive

Campaign landing page:
Agency: Thinkerbell
Reece Ryan – Exec CX Tinker
Les Baker – Exec Head Thinker
Simone Cavanagh – Lead CX Production Tinker
Anita Toth – Lead CX Tinker
Adam Stone – Lead CX Tinker

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