Augusto / Mitre 10 launch DYI OnDemand (updated)

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Augusto and Mitre 10 have put together a world first with the launch this week of the retailer’s own video streaming channel, with Olympic rower, Eric Murray anchoring the first feature series.

Channel content will include Murray and his family’s bespoke house build, UK TV architect George Clarke’s experience of being locked in a Mitre 10 MEGA store overnight with a crew of Kiwi DIYers, plus a host of tool tips, building and home styling advice.

Augusto is the creative agency behind the OnDemand videos for Mitre 10. Content Strategist and General Manager of Augusto, Oliver Sealy took the brief:

“The project started with a very detailed research phase where we examined all of Mitre 10’s existing content and audiences, and then mapped that data back to the Mitre 10 brand framework and customer profiles. From there we had a number of sessions with Mitre 10 to test what the brand could and couldn’t do in order to discover Mitre 10’s voice as a content producer.

“The key realisation was that no one strain of content would do the job and that we would require several layers of programming to inform and engage audiences, but also inspire them to use Mitre 10 to improve their homes, lives and communities. That’s when we both knew we were making a channel.

“It’s an exercise in volume. We’ve delivered close to 200 minutes of content so far and we’ve just had the green light on four new series that will be released over the next 12 months.”

The production and content development was spearheaded by Augusto Producer, Simone Goulding:

“Every project had its challenges. We were in production with The Eric Murray Project for over a year in order to capture the start to finish process of building a house, while the Lock In was shot almost entirely over 3 nights.

“We’re lucky we’ve got such great talent to work with. Eric and his family were so generous with their time and George Clarke is an absolute pro.”

Mitre 10’s General Manager Marketing, Dave Elliott, says as TV viewership declines and the demand for online video content continues to rise (particularly among those aged under 40) introducing an owned content channel was a natural step for Mitre 10.

“Our purpose is to help Kiwis improve their homes, and by having our own centralised channel of great content we will do this even better,” says Elliott.

Mitre 10 OnDemand launches with more than 80 Easy As how-to clips, close to 50 tool tips that provide guidance on selecting the right tool for the job, room renovation reveals, a selection of quick-fix home hacks, a design inspired Dream Zone section, the 11 episode Murray Project plus a six part Lock In series featuring George Clarke.

Elliott says the content has been carefully curated to provide a balance of short and long form entertainment and information, as well as facilitating product purchases.

“This content is engaging and informative, not just branded video. We’re telling the many home improvement stories of Kiwis to give others access to first-hand experiences for their own benefit.”

He says the rise of online video as the preferred medium for information and entertainment has already been reflected in the popularity of Mitre 10’s Easy As content on YouTube, created by FCB, which has clocked up more than 15 million views, and will continue to complement the Mitre 10 OnDemand channel.


This includes giving viewers the ability to select the products featured as they watch and make use of Mitre 10’s ‘Click & Collect’ service or arrange delivery straight to their door. “Allowing customers to click and buy what they see as they see it is another progression of our journey to deliver a true omni-channel offering,” says Elliott.

“It gives Mitre 10 customers a seamless experience spanning across our bricks and mortar stores and the web.”

See Mitre 10 OnDemand here:

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