13 April 2012
Mitre 10 makes DIY, “Easy As”
Mitre 10 is helping Kiwis get back in touch with the inner DIYer that is becoming an increasingly hidden part of their
DNA.
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 encourage Kiwis to pick up the tools
they’ve lost touch with and catch up on all the jobs we’ve been putting off around the home.
“Easy As” is a series of “How To” DIY film segments, guiding viewers step-by-step through 27 classic DIY projects,
including the tools and materials needed for the job. The clips range in length from one minute to seven minutes
depending on the project.
“Easy As aims to re-introduce that great No. 8 wire mentality and “can do” attitude that has always been part of Kiwi
DNA,” says Mitre 10 Chief Executive John Hartmann. “We’ve seen the evidence in recent times of our core DIY and home
repair products at Mitre 10 being overtaken by sales of barbeques, furniture and gardening products. We want to restore
the balance in favour of DIY which is our core business and perhaps lying a little dormant in the DNA of Kiwis.”
“It seems as if Kiwis are losing touch with their good, old fashioned ingenuity. We hope that with our help, they’ll
realise that DIY projects like building a fence and replacing guttering really are “Easy As.”
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 specially trained staff
“project champions” will be available to help their DIY projects run smoothly from start to finish.
The launch of “Easy As” coincides with a refresh of the Mitre 10 brand announced earlier in the month in which every
store in the country will be re-imaged to orange.
“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
TVC’s, 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 TVCs 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 TVC and video slots so we’re open to ideas from our home handymen customers for
other projects to film as part of the series.”
ENDS