When Cummins&Partners won the Home account in December last year, it noticed something was missing in the chain’s promise (in fact, the category’s promises). Go Where The Tradies Go didn’t mean “do what tradies can do”. And now it does.
The agency has given Home ownership of the one thing the others don’t or can’t offer – expert advice and service. And larrikin humour makes sure the new ads get the attention they deserve.
…A fact that has not gone unnoticed by the client:
“It’s about owning what we’re good at. This campaign identifies Home as the only place that really understands quality hardware, service and advice. Trade is integral to our DNA and this new campaign talks to our strengths in servicing this market. It’s an engaging new campaign that says it as it is. It gives Home a real point of difference in the market and we’re confident it will resonate strongly with our core customers of tradies and home renovators.” [Kevin Lillie, Head of Marketing, Home Timber & Hardware]
Ben Couzens, executive creative director at Cummins&Partners, noted, “Somewhere along the line, hardware has turned soft. It’s hardware, not software. We think a true hardware store should resemble one, not an extension of the hardware aisle in the supermarket. Putting The Hard Back In Hardware says that if you’re a man who likes to tackle the tough jobs in the right way, with the right gear, come to a place that’s giving hardware its balls back.
The new campaign has launched with four brand TV commercials, plus catalogues, TV, radio, in-store POS and digital.
Campaign credits:
Agency: Cummins& Partners
Executive creative directors: Ben Couzens & Jim Ingram
Creative team: Frank Trobbiani, Chris Ellis, Michael Davey & Aaron Lipson
Chief strategy officer: Adam Ferrier
Group account director: Rod Mooseek
Account manager – Dom Counahan
Agency producer – Naomi Nienaber
Production company: Otto Empire
Director: Justin Reardon
Executive producer/managing director: Jo Defina
Executive producer: Bill Doig
Line producer: Elizabeth Rocka
Editor: Dave Whittaker
Risk sound: Dylan Stephens
