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Mitre 10 :: DIY is in our DNA
To watch the DIY is in our DNA TV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips just like this Mitre 10 TV ad.
Why Change?
Our brand campaign had been successful for three years, which is a lifetime in retail land. It was time to once again leverage Mitre 10's iconic status with a singular idea that would strengthen everything the brand stands for: kiwi values, ingenuity, and give-it-a-go attitude.
What Changed?
'Sandpit' shot straight to number one in the TNS Top 10 survey and reinforced that for kiwis, DIY is in our DNA. Since launch, ‘Sandpit’ has enjoyed over a quarter of a million hits on You Tube.
One viewer commented: ‘This is one of those very few things that make you realise that NZ has its own identity. I am not a Kiwi but this ad makes me feel real happy about being here.’
Award winning
Mitre 10 'Sandpit' was voted Fair Go's Favourite TV ad for 2009". Find out more.