auDA has launched a digital marketing campaign to drive awareness of the .au direct domain namespace among Australians.
Developed by Dentsu Creative, the national campaign features uniquely Australian items that Australians intrinsically understand (or “get”) such as fairy bread or an Australian Rules football.
It acknowledges that Australians instantly recognise .au represents a uniquely Australian online presence. For Australian businesses, entrepreneurs, not-for-profit organisations and individuals building a profile online, .au direct is a valued option that carries the trust of Australian consumers.
Research conducted by auDA shows that Australians are more likely to trust a website ending .au. The majority of Australians look for a .au website first when buying online and 53% of Australian consumers will only buy from a website ending in .au.
auDA chief communications officer Sophie Mitchell said .au direct is a great choice for Australians building an online presence with an Australian audience in mind.
"We encourage entrepreneurs, creatives, hobbyists, influencers, those hosting events or launching new products to consider a .au direct because, simply put, Aussies get it," she said.
Since launching in March 2022, more than 740,000 shorter, simpler .au direct domain names have been registered, making .au direct the second most popular Australian namespace behind only com.au.
The campaign extends auDA’s .au direct awareness campaign launched in February 2022 to coincide with the launch of the new namespace.
The campaign will run on digital channels from November to February.
Credits:
Agency: Dentsu Creative
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