Helping hosting and cloud giant IONOS land in the hearts and minds of the British public.

IONOS, founded in Germany, were looking for an agency to help them create a 360 campaign to gain traction in the UK market. Timings were aggressive. With an on-air date of September 13th locked in, it was important to have the right team involved from the very beginning.


From pitch to production in 3 months.

We assembled a winning team, combining our brand and campaign experience with Armoury’s TV and Production wizardry, and 2050’s TV advertising excellence.

As a group we discussed the good old times of British advertising, and the role iconic brand characters have played in our connections to the very biggest brands. From Colonel Sanders to Tony the Tiger, Mr Clean to Ronald MacDonald.

What if we could create a character that epitomised German efficiency (something we Brits love)? What if our character could make it clear IONOS’s role and offer? And what if this character could bring some British self-deprecating dry humour to the party at the same time?


Positioning IONOS as the fixer of your web problems, we created Aunt Helga… the no-nonsense tech wizard that’s here to help in your hour of need.

Going against the grain of the stereotypical web-geek, Helga is a wise woman and 4-foot tall. Small in stature but big in personality. She arrives (and exits) via a futuristic portal built from IONOS’s logo, creating strong recognition between character and brand.


To help the IONOS name stick in people’s minds, we created a catchphrase that worked for the business and their customers. ‘I own this’ becomes Helga’s statement of defiance, but it also works as a signal of empowerment for customers and a sign that they’re able to take control with the help of IONOS.

Helga comes to life in the headline 40 and 20sec TVC, two 15s product ads designed for digital (all directed by Marc Sidelsky), as well as a series of display and social assets (Photography by Nick Eagle). Keep your eyes out for Helga across ITV, Channel 4 and Sky from Sept 13th.

“For our UK brand campaign, we were looking for an agency partner to help us create something truly memorable. The concept developed by Nomad, Armoury and 2050 landed our brand’s essence: Aunt Helga with her iconic neon portal, communicating tech excellence, efficiency and strong service orientation. We are really thrilled with the result of the collaboration.”
Claudia Frese, Chief Brand Officer at IONOS

ECD – Terry Stephens
Design Director – James Falconer
Design / Motion – Simone Costa
Design / Motion – Gabriel Corbett
Design – Ben Smith
Design – George Edwards

Director – Marc Sidelsky
MD & Executive Producer – Matt Hichens
Agency Producer – Lauraine Bhuglah
Producer – James McLaughlin
Production Manager – Robyn Warwick
Production Manager – Will Parnall
Production Assistant – Indy Calland
Production Assistant – Eleri Shone
Runner / Intern – James Hichens

2050 London
ECD – Matt Saunby
ECD – Adam Chiappe
Head of Strategy – Ben Tan

DOP – Sam Goldie
1st AC – Jerry Pradon
2nd AC – Joe Salkey
Camera Trainee – Shayne Gordon
Gaffer – James Knight
Spark – Jeff Celis
Spark – Matthew Bohun
Spark – Zach Kassapi
1st AD – Steve Wingrove
2nd AD – Chris Riley
Art Director – Clare Clarkson
Costume Stylist – Charlotte Walter
Costume Assistant – Alice Walter
Sound Recordist – Brendan Crehan
Location Manager – Ben Carter
HMU – Bernadine Long
Costume – Charlotte Walter

Post Production
Editor – Mark Eddinoff
Post – Platige
VFX Supervisor – Arkadiusz Arciszewski
Colourist – Piotr Sasim
Producer – Aga Górna
Music composition - Out Standard
Sound – Munzie Thind @ GCRS

Stills photography – Nick Eagle
Still image retouching – Gary Roylance

Check out…