Wednesday, August 15, 2007
Earlier today I bestowed the coveted TFF moron award on Goodby, Silverstien and Partners for the "Big Duh" campaign without the BigDuh.com to make it as profitable as possible. And thebigduhsale.com, as the domain no one will ever find, serving as the interactive component where consumers will be able to create their very own "Duh" song and learn more about the sales event.
The Big Duh Sales Event runs through September 4, 2007 at all Hyundai dealers nationwide. And has "rebate" and "bonus cash" among its key value propositions.
If Goodby or any agency really understood the power of domains, instead of trying to win awards and get kudos from their peers in the creative community by calling a campaign "bigDuh" ... they'd focus on solving their client's business problem which is driving sales.
So imagine if they took a mere $2 million crumb of the $400 million budget and bought a domain like today's auction prize-- rebate.com. That's a TV call to action that can sell a lot of cars and reverse the fortunes of a company like Hyundai that's sucking wind.
After all you don't need a song and dance site when the name says it all and generates traffic that's predisposed to buy.
And that's really what the future, and the yet untapped, opportunity of the domain business is all about.
btw, Google "Big Duh" and you see that I'm not alone in this thinking.