GoDaddy encourages Aussies to back themselves and ‘Go for it’ in new campaign via Bashful

GoDaddy Inc., the company that empowers everyday entrepreneurs and the official Website Builder Partner for the Australian Olympic Team, has today launched a multi-channel creative campaign featuring award-winning Australian stand-up and writer, Rhys Nicholson, developed by Bashful.

 

The ‘Go For It’ campaign tells the story of regional Victoria GoDaddy customers Roxane Coutts and Corrin Elliot, who turned a dream into a thriving business – Barkery Deluxe Dog Treats – by trusting their instincts, building a website and ‘going for it’.

The campaign seeks to inspire Aussies with a business dream to ‘go for it’ by showcasing that successful entrepreneurs started with an idea, trusted their instincts and ‘went for it’. Through the charm and engagement of Rhys Nicholson – an entrepreneur and GoDaddy customer, along with the relatability and authenticity of Barkery Deluxe Dog Treats entrepreneurs Roxane and Corrin, GoDaddy is breaking down the barriers to business ownership and inspiring those with a dream to act.

The TV buy will be amplified by a screen-led campaign, and a complimentary audio, digital and PR program, that will run nationally until 31 March 2022. To build on GoDaddy’s award-winning sponsorship of the Australian Olympic Team, the campaign also promotes leading Winter Olympians Belle Brockhoff (Snowboard Cross), Jarryd Hughes (Snowboard Cross) and Matt Graham (Mogul Skiing), medal candidates during the Winter Olympics, sharing their stories and showcasing what is possible when you trust your instincts.

The campaign launches as GoDaddy research reveals the value Australian entrepreneurs place on their instincts. According to the research, 85% of respondents feel it’s ‘important or very important’ to trust your instincts when starting a business. More than two-thirds (68%) trust their instincts to make business decisions most days, while 84% do so at least once a week. Around half (53%) said that they feel they’ve relied on their instincts more since the start of the pandemic, while 78% feel that trusting their instincts has positively impacted their business.

Says Suzanne Mitchell, senior director of marketing at GoDaddy Australia: “Some of the most creative, innovative and rewarding business ideas are yet to be born; with inspiration often curbed by self-doubt. Through this campaign and the inspirational stories of GoDaddy customers Roxane and Corrin and GoDaddy Winter Olympic ambassadors Jarryd, Belle & Matt brought together by local comedian Rhys Nicholson, we’re helping to inspire Aussie online business dreamers into action by trusting their business idea and backing themselves. There will always be a role for research, data and preparation, but starting a new venture also involves a leap of faith. When imagination, enterprise, instinct is coupled with GoDaddy’s easy to use Website Builder and online business solutions, anything is possible.”

Says Corrin Elliot, co-owner of Barkery Deluxe Dog Treats: “Our business would not exist if we hadn’t trusted our instincts in the first place. When starting a business, it can be very easy to doubt yourself, but it’s been one of the most rewarding and worthwhile decisions we’ve ever made. Every major decision we’ve made in connection to our business has involved research and planning, but with a healthy dose of instinct. Having the freedom to do something we love, the autonomy to control our careers and decisions, and the flexibility to do it around our personal family lives is so empowering. We’re hugely excited to be involved in GoDaddy’s campaign, and hope that our story helps inspire others out there to seize the moment and turn a dream into a business.”

Says Simon Bookallil, founder and CEO of Bashful: “GoDaddy has helped thousands of Australians achieve their dreams by enabling them to build a business website. For the latest campaign we wanted to portray the moment of inspiration at the foundation of any new business and the bravery it takes to take a chance and go for it. We are speaking to ‘The Dreamers’, the Australians that have dreamt up an awesome business idea but haven’t yet made it happen. We wanted to take a more active role than just telling this group that GoDaddy is their perfect website building partner, we wanted to inspire them to take action and start their business. We believe that telling real stories of GoDaddy-supported success is the perfect way to do this.”

Says Will Chapman, managing partner of Avenue C: “We loved working with the GoDaddy team to evolve their Olympics sponsorship into a platform that will deliver distinctiveness for years to come. We have every confidence that the campaign’s presence across target markets will encourage entrepreneurs and small businesses to Go For It and get online and to fulfill their dreams.”

Client: GoDaddy
GoDaddy Managing Director Australia, Tamara Oppen
GoDaddy Senior Director of Marketing, Suzanne Mitchell
GoDaddy Senior Marketing Manager, Andy Sutherland

Creative Agency: Bashful
CEO & Founder: Simon Bookallil
Creative Director & Founder: Emil Vrisakis
Head of Design: Simon Macias
Senior Copywriter: Dan Barrett
Senior Art Director: Liane Dowling
Strategy Director & Partner: Guy Marshall
Strategist: Nick Hartland
Senior Account Director: Ed Popa
Account Manager: Harriet Murray

Production company: Photoplay
Director: Scott Otto Anderson
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Director of Photography: Tony Luu
Production Designer: Aaron Crothers
Editor: Mark Bennett
Post Production: White Chocolate
Colourist: Ben Eagleton
Sound: Sonar Music

Media agency: Avenue C
Managing Partner: Will Chapman
Business Director: Anna Cox
Media Director: Clare Zappia
Digital Director: Mark Zala
Chief Strategy Officer: Melissa Mullins

Talent: Rhys Nicholson, comedian, writer and entrepreneur
Talent: Roxane Coutts, Co-owner of Barkery Deluxe Dog Treats
Talent: Corrin Elliot, Co-owner of Barkery Deluxe Dog Treats