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

 

Trade Plans: Prime Minister's Speech To International Business Forum

"The work to improve public services, build infrastructure, and solve social problems is possible only because we have enjoyed sustained, solid economic growth. A big reason for that is the Government’s consistent agenda of economic reform, and our determination to open up more opportunities for trade with the world." More>>

ALSO:

Media: TVNZ Flags Job Cuts To Arrest Profit Decline

Chief executive Kevin Kenrick said the changes were aimed at creating "a sustainable future video content business for TVNZ in an ever-changing media market." More>>

ALSO:

Reserve Bank: Wheeler Keeps OCR At 1.75%

Reserve Bank governor Graeme Wheeler kept the official cash rate unchanged at 1.75 percent, as expected, and reiterated his view that the benchmark rate doesn't need shifting for the foreseeable future. More>>

ALSO:

Retail: Pumpkin Patch Brand, IP Sold To Catch Group

The receivers of failed children's clothing retailer Pumpkin Patch have confirmed that the company's brand and intellectual property have been sold to Australian online retailer Catch Group. More>>

ALSO:

Oil: 2017 Block Offer Petroleum Tender Launched

New Zealand is well-placed to take advantage of the economic benefits of oil and gas exploration, Energy and Resources Minister Judith Collins announced today at the launch of the 2017 Block Offer petroleum tender. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news