“Aussies get it” campaign promotes .au for Australian businesses

auDA has launched a nation-wide campaign highlighting 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.

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 said, “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 said, “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.

ENDS

www.getyour.au

Agency: Dentsu Creative

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.

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.

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.