One Million Kiwis Reach for their Tool Kits

10 September 2013

One Million Kiwis Reach for their Tool Kits

A multi award-winning ad campaign by Mitre 10 in partnership with Draft FCB proves Kiwis are still in love with DIY.

‘Mitre 10 Easy As’ launched in April 2012, has surpassed the one million views milestone on YouTube.

Fronted by Mitre 10’s handyman expert Stan Scott, each Easy As video lasts from one to seven minutes and contains instructions for everything from changing a tap washer to building a fence or deck.

Mitre 10 General Manager Marketing, Dave Elliott, said Easy As was developed as part of Mitre 10’s digital strategy and aims to help give Kiwis the confidence to have a go at a job as well as stay in touch with their DIY roots in an increasingly technological age.

“More and more, customers are accessing their information about products and services online. DIY information is no exception, so to fit with our customers change in behavior we took DIY skills historically passed down from generation to generation and adapted them to produce and upload short DIY segments online.

“This proved highly popular, since launch we’ve seen consistent use of the information showing us that Kiwis are increasingly looking to engage online and are still prepared to do-it-themselves when equipped with the right information.”

While the entire campaign has proven successful the top three most viewed guides are:
1. How to build a fence
2. How to build a deck
3. How to paint an interior wall

New guides are added to fit with projects that Mitre 10 has identified as being popular for specific periods. With the arrival of spring, ‘how to build a Garden Shed’ and ‘how to build a Pergola’ have been introduced.

In July this year, the second stage of the campaign, Mitre 10 Dream Zone, was rolled out.

Mitre 10 Dream Zone was launched to coincide with the return of the Mitre 10 Dream Home TV series and is also proving highly popular with close to a quarter of a million pages served already.

Comprising of a host of home improvement examples Mitre 10 Dream Zone aims to inspire consumers about their next DIY project, showing them what is possible before they’ve begun to seek information on how to do the job itself.

“While Easy As has been incredibly popular, and we’re continuing to add more instructional information we knew that consumers search for more than just ‘how to’ advice. They want a deeper experience and are looking to engage right from the start and with DIY that start begins with an idea, which is what Dream Zone is all about,” Dave says.

“As the recession fades away, our customers are looking for ways to improve their homes, searching for the ideas, advice and the products they need to start and achieve their projects. They’re online and more conscious and aware than ever before and this cannot be ignored.

“We need to offer this deeper level of engagement, respond to digital technology and the proliferation of mobile devices in order to keep up with changes in the way consumers shop and find information.”

“For Mitre 10 this is a three pronged digital strategy which allows all our campaigns to live not only seamlessly online but also in store and at all customer touch-points. Both Easy As and Dream Zone are fully integrated campaigns comprising of print, online, TV and in-store activity.”

ENDS

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