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

 

BusinessDesk: Weak Dairy Prices Prompt Pull Back In Fonterra Forecasts

Weak global dairy prices have prompted analysts to pull back their expectations for Fonterra Cooperative Group's payout to farmers for next season. More>>

Broadband Network: Spark Launches New, Competitive Ultra Fibre Plan Line-Up

Spark is giving customers an even more compelling reason to switch to its Ultra Fibre plans from today with the introduction of new competitive pricing for the majority of its plans (details below) and Fibre Landline (voice-over-fibre technology) for ... More>>

Employment: ANZ Proposes Casualisation In Whangarei Stores

ANZ workers in Whangarei could see their incomes drop by 20 to 40 percent if the bank’s proposal to reduce the number of full-time positions goes ahead says FIRST Union national organiser Tali Williams. More>>

Finance: BNZ Develops Specialist Tāmaki Māori Banking Team

BNZ develops specialist Tāmaki Māori Banking Team to support Māori as Auckland grows More>>

Pharmaceuticals: Commerce Commission To Consider Pharmaceuticals Merger

The Commerce Commission has received an application from Pfizer Inc. seeking clearance to acquire all of the shares in Hospira Inc. More>>

Real Estate: Housing Unaffordability Issues Spread

Surging house prices in Auckland and Queenstown last month pushed home ownership even further beyond the reach of first home buyers in the two districts, according to the AMP360 Home Loan Affordability Report for March. More>>

Statistics NZ: Annual Exports To China Dip Below Australia

The value of goods exports to Australia ($8.7 billion) surpassed those to China for the year ended March 2015, Statistics New Zealand said today. More>>

Science: Hookworm Discovery At Malaghan Institute

Professor Graham Le Gros has led a team which has stimulated both innate and memory responses to the parasite, discovering along the way the unexpected behaviour of one particular immune cell, in Hookworm, one of the world’s most devastating tropical ... More>>

Business: Provinces Urged To Make Full Use Of New Air Services

Provincial New Zealand has been urged to use new air services to Auckland or risk losing them either partially or completely. The stark warning was issued today by Far North mayor John Carter at a ceremony at Kaitaia airport to mark the final Air ... More>>

Mobile: 2degrees To Credit All Calls And SMS To Nepal

In the wake of the devastating earthquake in Nepal in the weekend, 2degrees will be crediting all calls and SMS messages made to mobiles and landlines in Nepal from Friday 24th April until midnight Wednesday 29th April. More>>

Scoop Business: Alex Swney Pleads Guilty To $2.5M Fraud Charge

Alex Swney, former chief executive of the Auckland city centre business association Heart of the City, has pleaded guilty to dishonestly using documents to obtain $2.5 million. More>>

ALSO:

Petrol Burns Prices: Second Consecutive Quarterly Fall For CPI

The consumers price index (CPI) fell 0.3 percent in the March 2015 quarter, following a 0.2 percent fall in the December 2014 quarter, Statistics New Zealand said today. The last time the CPI showed two consecutive quarterly falls was in the December 1998 and March 1999 quarters. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news