Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Mitre 10 makes DIY, “Easy As”

13 April 2012
For immediate release
Mitre 10 makes DIY, “Easy As”

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.”


ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Housing: Affordability Drops 14%, Driven By Auckland Prices

Housing affordability across New Zealand fell 14 percent in the year ending November 2014, with Auckland’s lack of affordability set to reach levels it hit during the height of the global financial crisis, according to the latest Massey University Home Affordability Report More>>

ALSO:

The Dry: Fonterra Drops Forecast Milk Volumes By 3.3 Percent

Fonterra Cooperative Group, the worlds largest dairy exporter, reduced its milk volume forecast for the 2014-2015 season by 3.3 per cent due to the impact of dry weather on production in recent weeks. More>>

ALSO:

Strike: Lyttelton Port Workers Vote To Escalate Dispute

Members of the Rail and Maritime Transport Union (RMTU) at Lyttelton Port today voted to escalate their industrial action. Around 200 RMTU members have been operating an overtime ban since 17 December and today they endorsed a series of full withdrawals of labour at the port. More>>

ALSO:

Scoop Business: NZ Dollar Falls To 3-Year Low As Investors Favour Greenback

The New Zealand dollar fell to its lowest in more than three years as investors sold euro and bought US dollars, weakening other currencies against the greenback. More>>

ALSO:

Scoop Business: NZ Govt Operating Deficit Smaller Than Expected

The New Zealand’s government’s operating deficit was smaller than expected in the first five months of the financial year as a clampdown on expenditure managed to offset a shortfall in the tax-take from last month’s forecast. More>>

ALSO:

0.8 Percent Annually:
NZ Inflation Falls Below RBNZ's Target

New Zealand's annual pace of inflation slowed to below the Reserve Bank's target band in the final three months of the year, giving governor Graeme Wheeler more room to keep the benchmark interest rate lower for longer.More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news