DraftFCB dials up the DIY for multi-channel Mitre 10 campaign

  • Advertising
  • April 13, 2012
  • StopPress Team
DraftFCB dials up the DIY for multi-channel Mitre 10 campaign

Youtube VideoDIY has become a fixture of recent Mitre 10 campaigns and it will again take centre stage in what the country's largest home improvement retailer is calling a “market-first” integrated campaign by DraftFCB called Easy As that incorporates TVCs, a website, in-store programmes, print, mobile and a YouTube channel.

Fronting the new campaign will be Stan Scott, who some viewers might recognise from the Mitre 10 Changing Rooms television show. And Mitre 10 chief executive John Hartmann says that as well as appealing to your typical “backyard bloke”, Scott’s “simple, easy, on-screen style” will also find favour with the increasing number of DIY ladies.

Viewers can catch their first glimpse of the very Kiwi campaign this Sunday with the first TVC featuring the vocal efforts of advertising's mascot du jour Dai Henwood and the visual efforts of Exposure's Kevin Denholm on TV One at 6.17pm. The TVC will direct viewers to the Mitre 10 website where they’ll be able to watch DIY project videos ranging in length from one minute to seven minutes, depending on the project.

Youtube VideoAnd, as viewers muster up their DIY ambitions and drool at the prospect of building a new fence or deck, they’ll be able to carry on the experience at all Mitre 10 stores where, as well as featuring videos and specially trained staff (dubbed ‘project champions’), stores will carry step-by-step ‘Easy As’ printed guides and shopping lists for the various projects.

There’s still love for age-old mailers and newspapers too, which will feature products and tools used in various home DIY projects.

And if there’s a project you think is worthy of the DIY treatment, speak up.

“We’re still making a number of the television commercials and video slots so we’re open to ideas from our home handymen customers for other projects to film as part of the series,” says Hartmann.

The campaign chimes in with the chain’s recent rebranding announcement, which will see a shift from blue to orange after a successful four-store pilot programme.

Mitre 10 has been with DraftFCB for more than 30 years, it’s hugely popular ‘Sandpit’ commercial featuring the absurdly cute bickering DIY children reached the top spot in the TNS Top 10 survey and went on to win the favourite TV ad accolade at the 2009 Fair Go Ad Awards, and the ‘DIY. It’s in our DNA’ strapline aimed to further cement the existing belief that you weren't a fullblown Kiwi unless you got your hands dirty.


ECD – James Mok

CD – Murray Watt

GAD – Fleur Head

AD – Brodie Lawry

TV Producer – Monique Hawkins

Director – Kevin Denholm (Exposure)

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