Mitre 10 still ‘the other hardware store’ in new Dig creative
It’s clear to anyone who the biggest hardware chain in the country is – but in 2021, Mitre 10 implored Australians to check out the “other” hardware store, through a clever campaign spearheaded by Dig agency.
During The Block on Sunday night, the company launched its latest work for the successful campaign.
“This new work builds on the ‘why’,” explains the agency, “showing how you can trust Mitre 10 to deliver the care and expert advice you need to get the job done right, first time.”
Kath Carroll, marketing manager at Mitre 10, said” “It’s customer service and expert advice that drive a strong point of difference for the Mitre 10 brand.
“Our customers repeatedly tell us that when you visit a Mitre 10 store you get all the information you need so you can avoid the back and forth. This new creative builds on the work we’ve done since launching The Other Hardware store and acknowledges the relationship and trust we have with our trade customers.”
Says David Joubert , ECD at Dig, “There’s nothing worse than struggling on a DIY job and feeling like the world is watching. So, in true Mitre 10 style, we delivered a simple message with distinction: you can trust Mitre 10 to get the job done right. First time. And save yourself from a little… scrutiny.”
Credits
Client: Mitre 10
Karen Fahey, GM Marketing Mitre 10
Kath Carroll, Marketing Manager Mitre 10
Adrian Lefebour, Campaign Manager
Creative Agency: Dig
Peter Cerny, CCO
David Joubert ECD/Partner
Owen Bryson Creative Director
Anna Paine Creative Director
Callum Yeo, Senior Producer
Jodi Cousins, Business Director
Amanda Isidro, Group Account Director
Production Company: Wildebeest Films
Director: Julian Lucas
EP: Josie Baynes
Producer: Jane Liscombe
DoP: Simon Walsh
Offline Editor: James Lee
Grade: Trish Cahill
Online Editor: Jamie Scott
Sound: Rumble
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