Interview - Andres Kello

Interview: Andres Kello, owner of - 27th May 2006

Tell us briefly about yourself?

My name is Andres Kello and I'm a 25 year old entrepreneur. I'm originally from Argentina but have lived in 5 different countries and speak 3 languages fluently. I have recently moved back to beautiful Sydney to live with my Australian girlfriend. I have a Bachelor of Commerce in Finance and Management from the University of New South Wales and, like most people, really hate office jobs and working for someone else.

So what is is a domain name I registered in October of 2005, after quitting my day job, to break a World Record. But it's a lot more than that, because this domain will create the Most Publicized Ad in history, make me a Multimillionaire, while giving me the opportunity to give away millions to charity and my supporters, so it's very powerful. It is for sale for US$12,000,001 (about A$16,000,000), making it the most expensive address on the web ever, by $1…and only because I'm making it so.

But why would anyone pay US$12,000,001 for your domain?

Because the second they do that, they break a World Record, and the second that happens, the domain will be all over the news making headlines across the globe. This was proven by, when it broke the record in January, and it wasn't even official. So can you imagine what will happen to my domain when it breaks the record and is shown all over the world, on the news, in magazines, on the radio, in talk shows and newspapers? Everyone is going to visit it to find out what the hell it is. If every one around the world is visiting the record breaking domain, then whatever lies behind it will be viewed by hundreds of millions of people all over the world. That's a lot of eyeballs. The buyer will be able to take advantage of all those visitors by directing the domain to wherever they want, be it an Ad for their latest product, their own web page, you name it. The value is in the hits delivered, that is, the number of people seeing whatever lies behind it. It will be the most viewed and well known Ad ever, hence the most publicized Ad. No TV commercial or publicity stunt will compare in terms of exposure.

Isn't $12,000,001 too much to spend on advertising though?

No, it's not. Coke reportedly spent US$13 million for Advertising during this year's American Superbowl and Oscars.

So what will happen after all the initial publicity?

This isn't a one-shot publicity stunt. Of course, a big part of the marketing value of this idea will come from the immediate exposure after the sale, but you have to remember, this domain will be literally buying itself a spot in the Guinness Book of World Records, the best-selling copyrighted book in history which sells over 4 million copies every year in 37 different languages. Now that's a lot of free ongoing publicity, with millions of curious readers visiting this domain each year just to find out why it's the record holder.

How did you come up with the idea?

In October of 2005, I was browsing the Guinness World Record's website. I saw the record for the then most expensive domain name,, and I thought to myself, hey, that's a lot of free publicity and exposure is getting, that's got to be worth something. So I said to myself, there's value in this, and I can beat that. And the idea was born.

How are you going to find an interested buyer?

I'm going to let them find me. Basically, I'm going to create as much "pre-publicity" as I need to catch the eyes of an interested buyer who realizes the massive potential of this unique marketing opportunity. To generate as much "buzz" as possible, I'm giving away US$4 million from the sale to my supporters and US$4,000,001 to charity, so this world record will involve a lot more people than just myself.

How are you awarding the money to your supporters?

Basically, I need help now, not after I sell this domain, so what I'm doing is awarding monthly prizes for people who link to me, sign my guestbook, tell a friend, participate in my forum, buy my merchandise, or register their own domain through me…in other words, people who are helping me generate the buzz around this whole idea. The prizes will obviously only be paid in cash after I sell the domain and pocket $12,000,001. But with US$4 million being awarded, there is plenty to go around…like US$1 million to the person who links to me and sends the most visitors to my site. In essence, I'm using money I don't yet have to entice people to join my record-breaking team. Those who join truly believe that we can do it, and will be the ones that stand to benefit from the sale. I currently have hundreds of supporters, but I'm going to need thousands to really make this happen, so I still have a long way to go.

Who do you think will actually buy this domain?

That's hard to say because there are so many possibilities. It could be a very rich person who has everything but a world record and wants to literally buy their way into the Guinness Book. Or a company wanting to take advantage of this unique advertising opportunity to market a new product or service. Online Casinos are known for whacky publicity stunts, so it could be one of them. Or even the Guinness World Records company themselves, as they are known for creating record-breaking ads to market themselves, and probably are the most relevant buyer for this type of publicity. Another very relevant buyer would be one of those domain registrar company's, like, which allow people to register new domains and are known to spend millions each year on a 30-second TV commercial during the American Superbowl.

But what will keep anyone from just registering any other domain and selling it for $12,000,002?

Anyone is free to do that, but I can tell you now, they won't get any attention or support because their idea won't be original and they will therefore be branded as copycats, which nobody likes. I already have at least 3 sites copying my idea, but you don't see them getting interviewed or making any noise. Those copycats are just reinforcing the value of this idea, and make me want to break this record even more. Look at all the thousands of pixel sites that copied the, not one of them made $1 million. In reality, the value of this idea doesn't just come from the breaking of a world record, but also from all the support rallying behind it, which no other domain will be able to achieve. Would a company buy any domain for $12,000,001 just to break a record? Probably not. But would they buy the original record-breaking domain with thousands of supporters rallying behind it, which is already making headlines around the world, for $12,000,001? I think so.

When do you think this domain will sell?

It will honestly depend on how quickly I can gather support around this. I definitely can't do it on my own, which is why I need as much help as possible. The support has been building steadily, which has been great, but like I said, we still have a long way to go. Hopefully now that I'm in Australia I'll be able to get a lot of local support which will spread out around the world. This is a lot of fun and we're helping make history, so that together with the potential millions to be won, will hopefully attract the thousands of supporters I will need.

Are you doing anything in Australia to promote your domain?

I'm just trying to get the word out as much as possible to get as many Aussie supporters as I can. I'm giving away US$4,000,001 to charity, and I would love to be able to help Australian charities, so I'm hoping to get a lot of good suggestions for charities here that could really use the money.

Do you have any tips for other young entrepreneurs such as yourself?

Believe in yourself and your ideas, even if others don't. Sometimes, that's all you have, but it's enough to get you through the hard times and persevere. Oh, and if you have an idea you think is great, don't just say it's great, DO IT.



The Record Breaking


Andres Kello

New Media Entrepreneurs


Domain Names

Andres Kello