It's nobody's day job, but if you're the boss, it's ultimately down to you to sort it out. As agency leaders, we all have personal experience of some curveball technical, legal, financial or other random problem cropping up. Where'd the insight come from?īen Tan, strategy director, 2050 London: Like all the best insights, this one came from the heart. Her "I own this" catchphrase is a play on the Ionos name, designed to stick in people's minds and ensure Ionos are front of mind when they're looking for website support.
Helga represents their product, a super-efficient fixer who you can rely on to help sort your web needs. audience, so our hope was to lean on the British love of German efficiency and a touch of dry wit to help clarify who Ionos are and what they can do for you and your business. Terry Stephens, Nomad ECD: Although hugely successful across Europe, Ionos hadn't quite landed with a U.K. Muse: Tell us about Aunt Helga and what she brings to the Ionos brand. We talked to the team that gave us Aunt Helga-not only about Aunt Helga, but about what it means to bring a brand mascot to life at this point in time, and what advertising could use more of right now.
The ads are supported by digital and social media, with media buying and planning managed by A1 Marketing. It's followed by two other :15 films, featuring Aunt Helga dropping magic on a plumber and a fitness trainer. "I Own This" was directed by Marc Sidelsky. Her job done, Aunt Helga breezily cries, "Happy jumpers!" and disappears through another wormhole, right in the middle of the floor-a tech-savvy Mary Poppins for the ersatz orphans of e-commerce. That moment-when the ease of a really good service yields to the pleasure of having exactly what you need-echoes the title of the ad, a play on the idea of doing something well ("I own this") and of proprietary pride ("I own this"). Though this position is worth revisiting in light of recent events.)Īnyway, once Aunt Helga performs her magic, our would-be webmaster takes back the computer and appropriates her words, eyes fixed to the screen. Also, why bother? Facebook has all the traffic anyway. When we Google "woolworks," the first thing that comes up is a yarn company that uses Facebook as its storefront-a common thing to do, likely because setting up a website is overwhelming. "Relaaaax, darlings," she purrs, constructing a more pleasing website at hyperspeed. She can twist her head all the way around, like an owl.Aunt Helga is just over half the size of the people around her.A few interesting things to note at this point: "Good at knitting, bad at building websites," she diagnoses, then magics him out of her way and commandeers the desktop. He's throwing together a website, using the signature typography of people who don't know what they're doing (though it's great for dyslexia!): Comic Sans MS. She brushes past the store owner and straight to a man at a computer. While her means of travel seem more efficient than anything we've got available, she doesn't have time for small talk.
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