This is so clever. In Australia, one DIY chain dominates. Its advertising is inescapable – it’s everywhere. And it’s the largest hardware network in Australia.
But Australia also has a second largest hardware store network. Its advertising hasn’t been inescapable (until now). And many people interested in DIY don’t necessarily think of it when they think of hardware.
So agency, Dig, has repositioned Mitre 10 as The Other Hardware Store, and its series of short, sharp and humorous commercials make it clear it’s the great other hardware store.
It’s an awareness-building campaign with warmth and the message that it’s helpful could not be clearer.
Dig became the lead agency for Mitre 10 towards the end of 2021.
