A cheeky reminder that there is an "other" choice for hardware in Australia.
Mitre 10 has repositioned it's brand platform as ‘The Other Hardware Store’ via creative agency Dig.
'The Other Hardware Store' highlights Mitre 10’s position as the second largest hardware network in Australia, despite the fact that many Australians don’t always think of Mitre 10 when searching for their DIY needs.
The campaign includes four 15-second spots that use humour to remind Aussies of the care and quality service offered by Australia’s second largest hardware network.
Karen Fahey, Mitre 10 general manager of marketing said: “It’s a cheeky reminder that there is an ‘other’ choice for hardware in Australia while also telling the Mitre 10 brand story of service and expertise, and the unique connection our stores have to their local community."
“We are different, and proud of it. This is an invitation to learn more about the unique experience you get with Mitre 10. Because for us, the grass isn’t just greener on the other side…it’s blue.”
Peter Cerny, CCO at Dig said: “This idea challenges the category by embracing Australians love of the underdog. The campaign cleverly plays-off the salience of the bigger brand, while not poking at it.”
'The Other Hardware Store' is live across OOH, digital, social, experiential, radio and in-store. All of which will showcase the brand’s refreshed brand identity.
Credits
Client: Mitre 10
GM of Marketing: Karen Fahey
Trade Marketing Manager: Sarah Hewson
Campaign Manager: Adrian Lefebour
Creative Agency: Dig
CEO: PaulRhodes CCO: Peter Cerny
National ECD: David Joubert
Senior Art Director: Anna Paine
SeniorCopywriter: OwenBryson
DesignDirector: PaulaCardona
Senior Agency Producer: Naomi Neinaber (freelance)
GAD: Amanda Isidro
Account Executive: Laura Van Rens
Production Company: Airbag
Director: Ariel Martin
Executive Producer: Martin Box Producer: Kat Latour
DOP: Adrian Bosich Photographer: Stuart Crossett
Sound: Rumble Media: Starcom
