IONOS by 1&1 is a web hosting and website building company, an industry leader in Europe whose objective is to become the best platform for digital success by providing with scalable products, expert guidance, and robust infrastructure.

Despite its leading position, the brand lacked awareness, notoriety and consideration in France, the leading European country of business creation. Moreover, beyond their brand, it wished to promote the fact that their personal consultants offer help to entrepreneurs for all their website-building needs.

As a result, for this new campaign, the objectives were to develop and strengthen IONOS’ aided brand awareness, its brand positioning as a competent leading European partner for businesses’ digital success, and generate an additional relevant traffic.

The film begins like a run-of-the-mill infomercial. It stars a restaurant chef who tries to do every single thing by himself, to the point where he reaches total absurdity.

It starts in the kitchen, then it surprises the viewer as intensity ramps up, from a vegetable garden to a pottery workshop, a cotton field, a blacksmith shop, a foundry and finally a mountain where the chef is struck by lightning. Super: Being a good entrepreneur means knowing

you can’t do everything by yourself.

2nd super: With IONOS, get help from a personal advisor to create your own website.

IONOS. Your digital partner.

Motivated by the excellent results of a first wave of TV 30s broadcast at the end of September, supported by a digital plan, IONOS decided to increase its media budget and to rebroadcast the campaign throughout the 2022 World Cup, exceeding all the objectives that had been set, including:

- + 7 points of assisted notoriety

- A natural traffic, not generated by SEO, which has never been so important.

- Digital acquisition costs that have fallen under the influence of work on the brand.

- 300,000+ new subscriptions to IONOS offers between September and December

2022.