For three years, at the time of writing, Allegravita’s key focus for Neustar has been on developing China for Neustar’s domains. With innovative and creative campaigning to the sales channel, business and consumer end-users, regulators, the media and diverse specialty audiences, our partnership with Neustar has delivered a startling variety of attention- and loyalty-grabbing activities.
We were delighted today to see our mutual partner, China’s BizCN, post a 27-minute video of a Neustar-sponsored amateur soccer match we helped to stage in Xiamen, in July 2017. The soccer match was held on the opening day of China’s leading domain name industry conference, Global Domain Summit. The principle was simple: rather than simply put up sponsorship signage, we designed and produced soccer jerseys for the two teams — one in .CO brand orange and the other in .biz brand blue. With the addition of bold logos for the two domain name brands, we effectively pitched Neustar’s two complimentary business domain brands against each other. The friendly match players were entirely drawn from diverse soccer-loving professionals in the domain name industry.
So, did .CO best .biz, or vice versa? You’ll have to watch the video on China’s Youku streaming service to find out, but what we can say is that Neustar and great domain name brands won on the day!