A new national integrated marketing campaign launched by auDA today will introduce Australians to .au direct, Australia’s newest domain namespace.
Created in collaboration with BWM isobar, the campaign highlights how two simple letters – .au – can open up a new world of possibilities through the delivery of shorter, simpler and uniquely Australian online addresses.
With the addition of “.au”, the campaign takes:
- Station - from a run-of-the-mill morning train ride to the expansive red plains of an outback Australian cattle station
- Pavlova - from a Russian ballerina to Australia’s most beloved dessert
- Gummy - from a packet of gummy lollies to a small, grey shark found around Australia’s coastline
- Stoked - from building a roaring campfire to a feeling of excitement to be at an iconic Australian beach
- Stubby - from a squat sausage dog to a hard-earned Australian lager.
By asking the question, “What will .au change for you?” the campaign encourages Australians to consider the opportunities and benefits delivered by the new namespace.
auDA CEO Rosemary Sinclair AM said, “We are thrilled to launch our .au direct campaign and raise awareness of Australia’s newest namespace.
“Whether you are looking to register a new domain name or are simply sending or receiving emails or using the web, we want everyone to know that .au direct is Australia’s newest digital address.
“.au direct will provide greater choice of shorter, simpler and uniquely Australian domain names and email addresses for Australian individuals, businesses and organisations as they build their digital presence.”
Belinda Murray, Managing Director BWM isobar said, “We are excited to partner with auDA on the arrival of .au direct. Seizing a moment, to be part of a more inclusive, progressive online space every Australian can confidently call home. In order to build a simple compelling case for Australians to do so, our creative approach needed to be just that, a simple solution, that’s also the best solution. With the addition of two simple letters, each word tells a story celebrating what makes Australia unique. Those two letters are the reason each little story turns out the way it does.”
.au direct will allow Internet users to register domain names directly before the .au (e.g. getyour.au) for the first time from 24 March 2022. The campaign aims to raise broad awareness of its introduction through television, radio, outdoor and digital advertisements and will run from February to November 2022.
ENDS
Notes:
The .au direct namespace will complement the existing suite of Australian namespaces such as com.au, edu.au, gov.au and org.au, and does not replace them.
Registrants of domain names existing before the launch of .au direct on 24 March 2022 have the first opportunity to apply for priority to register the exact match of their existing domain name in the new .au direct namespace via the Priority Allocation Process.
For more information about .au direct, visit the auDA website and the .au blog.
Campaign microsites
Example executions
Campaign credits
Agency: BWM isobar
Managing Director: Belinda Murray
Executive Creative Director: Dan Saunders
Senior Copy writer: Daniel O'Bey
Senior Art Director: Mathew Hine
National Production Lead: Lauren Reilly
Head of Client Experience: Natalia Shore
Account Director: Dominique Grainger
Media Client Director: Will Giles
Media Manager: Courtney Sombekke
Post Production: New Holland
Audio Post Production: Song Zu
Voice Artist: Avigail Herman
