Mitre 10 and Edge turn The Block’s Scotty Cam into a bobblehead for new campaign

TV presenter and host of The Block, Scott Cam, is front and centre in Mitre 10’s latest campaign, with creative agency Edge coming up with the idea for the ultimate DIY companion: a ‘Talkin’ Scotty’ bobblehead doll.

The bobblehead is designed to take up residence in workshops, sheds and other DIY spots, and is full of classic Scotty-isms like, ‘Tools down – time for a cold one’.

Mitre 10’s limited edition Talkin’ Scotty

The thinking behind the Edge concept was to create something tangible that went behind simply a new piece of communication, and Mitre 10 worked closely with The Block to integrate the bobblehead into the show itself.

The bobblehead also took inspiration from VB’s successful David ‘Boonie’ Boon doll.

The Block’s executive producer, Julian Cress, said the campaign is the latest innovation to come out of the years-long partnership between Mitre 10 and the show.

“Over the past 13 series, Mitre 10 has been integrated into the show in numerous ways – from a pop-up Mitre 10 store, The Block Shop, to numerous challenges and masterclasses,” Cress said.

“We loved the idea of Talkin’ Scotty and knew it was going to be a really fun thing to integrate into the show. And with the tension on The Block I’m sure there will be a lot of contestants who will get great enjoyment from bopping Talkin’ Scotty on the head.”

Talkin’ Scotty will be supported by assets across TV, online video, in-store point of sale, and social media. It is available for $9.95 from Mitre 10 with any purchase over $50.

“When Edge came to us with the idea of Talkin’ Scotty we could immediately see the potential. We thought leveraging the popularity of Scotty Cam was a really clever way to drive more foot traffic into our stores and increase basket size,” Mitre 10 general manager of marketing, Karen Fahey, said.

“We also love the idea that Talkin’ Scotty will be a way for Mitre 10 to stay top of mind for DIYers months after the campaign finishes.”

Edge worked with product development company PopIdeas to create the product, as well as closely with the Nine Network.

Managing director at Edge, David Stretch, said the key to collectables is to make them intrinsically related to the brand.

“In a retail landscape where so many collectables are unrelated to the retailer, we wanted ours to be the embodiment of the brand. Talkin’ Scotty, in true Scotty style, dishes out DIY tips and Mighty Helpful advice,” Stretch said.

“And while the strategy is to drive people into Mitre 10 stores and lift sales, it is very much about having some fun and connecting people with the Mitre 10 brand.”


Client: Mitre 10
GM, Marketing – Karen Fahey
Marketing Manager, Brand – Brett Meehan

Agency: Edge
Copywriter – Peter Mountford
Art Director – Sal Cavallaro
Executive Creative Director – Matt Batten
Senior Account Manager – Grace Sheridan
Executive Planning Director – Richard Parker
Managing Director – David Stretch

Production Company: Vandal & Helium
Director – Zac Lynch-Woodlock
Producer – Ben O’Donnell
Managing Director: Brenden Johnson

Sound Production: Rumble
Senior Sound Designer – Cam Milne

Nine Network
Client Experience Manager – Olivia Shipsides
Chief Technology Officer – David Bowers

The Block / Cavalier Television
Executive Producer – Julian Cress
Executive Producer – Dave Barbour
Series Producer – Julia Holdstock

Product Development / Production: PopIdeas
Managing Director – Greg Jury


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