In the world of home improvement retailing, it’s a dogfight between local hero, Mitre10, and Aussie upstart, Bunnings. And focusing purely on price is a race to the bottom.

With salience and likability driving consideration and preference, we built on Mitre10’s Kiwi DIY spirit and tapped into our cultural identity with the iconic ‘Sandpit’ story - New Zealand’s most loved ad for over 10 years.  

But likability and affinity alone doesn’t get shoppers to drive the extra distance. So we developed a ‘how-to’ online platform that made any project ‘Easy-As’, integrating broadcast and online help videos with packaged project bundles instore, printed project instructions and staff training to ensure the most connected experience.

The Easy-As campaign went on to deliver the highest branded views on YouTube, year-on-year sustained sales growth and multi-EFFIE awards.

Channels: Broadcast TV, digital video, social, microsite, instore activations and collateral