Mitre 10: The Easy As Guide to a Distinctive DIY Experience
Category: Best Strategic ThinkingAgency: DraftFCBClient: Mitre 10 (NZ) Limited
Summary
The do it yourself (DIY) category is dominated by product and price advertising with little differentiation between retailers. Mitre 10's campaign to make it easy as to complete a DIY project was a bold move to help it stand apart from its competitors.
"Mitre 10 Easy As" is a fully-integrated programme that inspires DIY, teaches DIY and equips Kiwis to do more DIY.
It has delivered massive sales for Mitre 10 and shifted them...