Boring? Dismal? Little hope? All this and more
The campaign started with the premise that a .FUN domain name can bring a level of excitement for any type of industry, not limited to entertainment, games or hobbies. To demonstrate this, F&F focused on the city of Boring, Maryland, in fact, going there to meet the people and experience a place that, if you make the mistake of judging a book by its cover, might look like one of the “least fun” cities in the whole country. As usual, appearances were deceiving. In Boring, F&F met a local resident and a realtor Jim Bluma good-natured guy who was happily recruited to model for the campaign’s boring rays.
Jim Blum of Boring standing in front of a covered truck covered in a giant
.FUN photo of him sporting a bright red nose (made the point in .FUN).
As the van truck circled Boring, bringing smiles to the townspeople, F&F also put Jim in a promotion video for .FUN which spread the word on the World Wide Web that Boring is not boring at all!. In fact, Jim proclaimed,
“It’s the center of the universe here!”
having established a bridgehead at BoringRadix and F&F plan to expand to other cities
like Dismal, Little Hope, Death Valley, Tombstone, Misery Bay, Cape Disappointment and others with names that beg for a .FUN twist.
With this campaign, Radix is positioning .FUN as a must-have domain extension for brands, startups and young companies who want to show their playful side, taking a lighthearted approach with their customers during these difficult times. They also believe that what works for cities that need .FUN can also add appeal to industries across a wide range of verticals. Not just for young brands and startups, but also lawyers, dentists, even tax companies can look better… at least more .FUN than usual!
