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Mitre 10 launches a new logo platform, repositioning the so-called “The Other Hardware Store” with the artistic signature Dig in the first primary paintings of the firm since its appointment in November 2021.
The platform leverages Mitre 10’s position as the largest hardware network of the moment in Australia, recognising that many Australians don’t think of Mitre 10 first when they think of hardware.
Other assets:
Karen Fahey, Marketing Director of Mitre 10, said: “Data has shown that over 90% of Australians are on autopilot when shopping for their DIY needs, and although Mitre 10 is known for the service and quality of diversity among existing customers, we are not taken into account when opting for hardware through other people who do not know Mitre 10. The benefits of the wisdom found within our network are lost, we can give them answers to their demanding situations of renovating the house of their first trip. “
One of the outdoor executions.
The crusade includes 4 15-minute advertisements that use humour to remind Australians of the attention and visitor service presented through the largest PC hardware network paintings of the moment in Australia. while naked older adults paint them. The couple explains that other people at the “other hardware store” recommended combinations to help prevent the paint from spreading “everywhere. “
“It’s a cheeky reminder that there is ‘another’ selection of hardware in Australia while telling the story of the Miter 10 brand service and experience, and the unique connection our retail outlets have with their local community,” Fahey added. .
“We are others and we are proud to be. It is an invitation to learn more about the exclusive delight that is obtained with Mitre 10. Because for us, the grass is not only greener on the other side. . . is blue.
Another of open-air executions.
Peter Cerny, CCO of Dig, said: “This concept defies category by embracing Australians’ love for the underdog. The crusade cleverly plays with the prominence of the larger brand, pushing it.
“We knew the injection of humor and entertainment was a genuine opportunity for Mitre 10 to stand out in a category that tends to be anodyne and impersonal,” added David Joubert, National ECD, Dig.
Credits
Client: Mitre 10GM marketing: Karen FaheyTrade Marketing Manager: Sarah HewsonAreasman manager: Adrian Lefebour
Creative Agency: DigCEO: Paul RhodesCCO: Peter CernyECD National: David JoubertSenior Artistic Director: Anna PaineSepteful Editor: Owen BrysonDesign Director: Paula CardonaStop Agency Producer: Naomi Neinaber (Independent)GAD: Amanda IsidroAccount Executive: Laura Van Rens
Producer: AirbagDirector: Ariel Martin Expectant Producer: Martin BoxProductor: Kat LatourDOP: Adrian BosichPhotographer: Stuart Crossett
Sound: rumbling
Media: Starcom
Kalila Welch is a journalist at Mumbrella. Se joined the Mumbrella team as an editorial assistant in November 2021. Kalila graduated from Sydney University of Technology in 2020 with a Bachelor’s Degree in Communication (Public Communication) and most recently holds a Master’s Degree in Journalism and Communication. at UNSW Sydney.
I love creativity/advancement, but I lack the strategic connection/I get advantages from this execution. This is almost the opposite of gaining advantages for the consumer. Consumers want advertising, but I’m not afraid of the brand.
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