Netnames: Brand Campaign
Approach one targeting marketing professionals – “Meet Andriy & Buela”
Creativity is the lifeblood of the marketing industry and so whatever the approach it needed to stack up against the ‘sexiest’ of executions. In the b2b world, creativity needs to be every bit as impactful as consumer campaigns, but beyond creating sufficient ‘wow’ factor, it demands strategic substance too. ‘Meet Andriy and Buela’ was designed to shock visually to achieve impact. It took the threat posed by online brand activity and personified it in the form of two outwardly shady looking characters. Though there is an element of humour here it instantly illustrates the fact that without careful domain management, organisations are unintentionally laying their brands open to abuse.
Approach 2 – targeting legal professionals – “Mind games”
Evoking the desired response from individuals operating in a more reserved, corporate environment called for an altogether different approach. More used to dealing with complex manuscripts rife with legal jargon, the approach would need to be suitably subtle yet thought provoking and intelligent. By switching the ordering of the lettering in such a way that the text was still decipherable, the idea was to implicitly demonstrate how easy it is to make careless assumptions. This would prompt an audience that considered itself ‘expert’ to re-evaluate its position. Though it was reasonably up to speed with the issue, could it be entirely confident it wasn’t missing a costly trick?
Trade advertising in: Marketing, Campaign, Brand Republic, Marketing Week, Trade Mark World, World IP Review (Print and banner advertising). Andriy & Buela also stole the limelight on exhibition stands at the International Trademark Association annual conference in Boston (and made such an impact they have been brought back in 2011 in a new execution), as well as being used by NetNames to promote events and whitepapers in Denmark, Germany and Sweden.