13 April 2012
With DIY spirit at the core of being a New Zealander, Mitre 10, is launching a new integrated campaign in the bid to help Kiwis stay in touch with their DIY roots and experience the unique satisfaction of completing a DIY project.
New Zealand’s largest home improvement retailer launches a market-first integrated television commercial, online and in-store promotion programme (Sunday night on TV1 at 6.17pm) that is designed to foster Kiwis enthusiasm for DIY.
Named “Easy As”, the campaign is a series of “How To” DIY film segments, ranging in length from one to seven minutes, that guides viewers step-by-step through 27 classic DIY projects, including the tools and materials needed for the job.
Mitre 10 Chief Executive, John Hartmann, said “Easy As” aims to nurture the great No. 8 wire mentality and “can do” attitude that has always been part of Kiwi DNA in an increasingly technological age.
“Kiwis love to do-it-themselves and for over 30 years Mitre 10 has been helping Kiwis with their DIY projects. In this time there have been many changes in the ways Kiwis go about their daily lives and we felt it was important to make sure Kiwis don’t lose touch with their good, old fashioned ingenuity as times change.
“Easy As” is designed to remind Kiwis they have what it takes to do it themselves and reassure them that with our help, they can do it easily," says Mr Hartmann.
“We aim to inspire them to start a project, inform them how to do it then give them all they need to be able to stand back and admire a job well done. It’s our goal to give Kiwis everything they need going into their project as well as satisfaction coming out.”
TV viewers will be directed to the Mitre 10 website where they will be able to watch the project videos in full and collect their shopping list, before heading to a store where step-by-step guides, videos and experienced staff will be available to help their DIY projects run smoothly from start to finish.
“Our traditional mailers and newspaper inserts are also integrated into the campaign featuring specials on various products and tools to complete those DIY jobs around the home. It’s a comprehensive integrated campaign across our television commercials, website, in-store, print, mobile and YouTube channel,” says Mr Hartmann.
Fronting “Easy As” will be Mitre 10’s new DIY guy, Stan Scott, a typical Kiwi bloke and registered builder with more than 26 years of building experience.
While Kiwis can expect to start seeing Stan’s face in their living rooms, Mitre 10’s giant strong man will remain the face of Mitre 10 Mega brand.
“Stan’s a familiar on-screen presence having been part of the successful Mitre 10 Changing Rooms TV programme of a few years ago and his simple, easy, on-screen style relates well to the increasing number of women DIYers as well as the usual backyard bloke,” says Mr Hartmann.
The first series of television commercials on how to build a fence runs for about two weeks with projects such as painting and interior storage going to air later in the year.
“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.”