UK web hosting provider 1&1 Internet announced on Tuesday that it has launched a new TV commercial which demonstrates the SEO and social media functions of its MyWebsite website building tool.
1&1 says its new TV spot builds on the success of its debut ad for 1&1 MyWebsite, the $50 million campaign that started in the UK in September 2011, and was distributed across the US, Spain, Germany, Austria and Poland. The new ad will involve campaigns in the US, Spain, Germany, Austria, France, Italy, Poland and Mexico.
Like the first ad, the new 1&1 TV ad shows its MyWebsite tool in action in various business settings, including a hair salon and sports store, exploring elements “such as linking a website to essential social networks like Facebook, the Search Engine Optimisation tool, and simply ‘dragging and dropping’ some of the 67 integrated web apps that can add functionality across ecommerce, communication, social media, or business management.”
“With tough economic pressures on many small firms, we aim to motivate and equip company owners to achieve a truly effective Internet presence – with all the elements to attract, interact and transact online,” Robert Hofmann, CEO of 1&1 Internet’s hosting division said in a statement. “Our latest TV ad is both upbeat and effective in showing how one product can deliver on all the ingredients necessary today for online success.”
1&1 is one of the only web hosting providers to use TV to advertise its services, aside from Go Daddy, who recently launched a steamy Super Bowl commercial starring supermodel Bar Refaeli. While their approach is different, both web hosts have a strong small business customer base, making TV ads a good fit for their marketing message.
The advantage of TV ads for 1&1 is that it can actually show how its product works, which wouldn’t necessarily be possible through other marketing efforts such as print ads.
1&1 MyWebsite is now airing in the UK during primetime ad breaks on channels including ITV1, Channel 4, Five, SKY1 and SKY News.
1&1 worked with German advertising agency Jung von Matt/Neue Elbe GmbH on the ad.
Talk back: Have you explored TV as a medium for advertising for your web hosting services? Do you think the commercial illustrates the 1&1 MyWebsite functions in a successful way? Let us know in a comment.