The DIY website category is packed with competitors and dominated by big global players. GoDaddy had an awareness and comprehension problem – a lot of Aussies hadn’t heard of them and the ones that had, knew them as a domain and hosting provider, but not for their website-building tools.

Wix and Squarespace employ supermodels, comedians, movie stars and internet celebs to repeat one message – building a website is easy. But SMBs don’t believe it. Australia has more than two million small businesses, but 60% still don’t have a website.

They still think getting online is too expensive, too time-consuming and too difficult. Our mission was to prove anyone can do it.

Ray’s hot sauce was sold through RaysFlaminHotSauce.com – a website created with GoDaddy’s Website Builder.

Extending the idea, Magnum & Co created Ray’s first ever Facebook and Instagram pages, seeding teaser videos for his hot sauce. To add substance to Ray’s new-found social presence, Magnum & Co worked with influencers to share unbranded bottles, prompting intense interest in Ray’s new venture before a single bottle was sold. This activity coincided perfectly with public speculation that Ray’s character was set to finally leave Summer Bay after 30 years on the show.

Then, with all eyes on our Aussie icon, our TV, social, OOH and display ads came in hot. Ray drove GoDaddy’s brand message that he owed his business’s success to his website. And he rallied Aussie businesses to get online too by proving it’s so flamin’ easy, even he could do it in less than an hour.