AV
Let’s face it, screens are bigger, smaller, in your pocket, on the wall, everywhere you go and sometimes all at once…. but TV is dead, right?
TV still does a lot of the heavy lifting for the Bunnings brand, despite its reach reducing as the go to market opportunities continue to pile up. Here’s a few examples of how we used the Team Members of Bunnings to tell the story of service and experience both instore and online. This platform is a wonderfully enduring example of how to be authentic, relatable and relevant. It also helps if you spend a bit.
We were tasked with repositioning the Bunnings Trade brand to encompass not only Trades and Building audiences, but Organisations too.
Brands can talk all they want, but it’s what they do that matters, so we used our audience to tell the story of how BT helps them manage and grow their business.
TRADES
BUILDERS
ORGANISATIONS
With a range of house brands vying for attention in the big green box, the brief from Mimosa was to freshen up the emotional benefits of their products and raise the profile of the brand in a category dominated by the seller, not the brands they sell.
Sales were a bit slow to get going with BMW’s all new R18, so we created a cool little treatment based on the ‘Soul Fuel’ global positioning of their Heritage bike range. In a category defined by customisation potential, we shone a light on some of the incredible things custom bike builders around the world have been doing with the R18.
DIGITAL
The comms we create for devices (be they hand held or on the wall) need to arrive usefully, memorably and on the terms of the audience. And with no small amount of competition, currently conservatively estimated at beyond 4,000 pieces of communication a day, what we do and say needs to be sticky.
For the launch of the entry level MINI Ray, we gave one away for 29k. Likes that is.
OOH and print
A true to test of any idea is the good old fashioned poster. It is communication at its most simple and striking. With print media not really offering the eyeballs it once did, OOH, and particularly DOOH, has stepped up to the plate to deliver bold, brand messaging with reach and frequency.
DIFFERENT SHAPED IDEAS
Here’s some fun things we made for Mini over the years that aren’t Ads.
From helping people name their new MINI, to creating a Paceman store that gave 6 independent makers a chance to showcase their hand crafted products to a like minded audience.
CONTENT
I have always loved the deep and wide playing field that long form content can play in. With so much out there, long or short, it has to be amplified properly but most importantly can’t be boring.
In supporting and encouraging Women in Trades, Bunnings created a set of yearly prizes to help more young women follow their Trade passion. We reached out to the previous winners in the hope they could share their story to inspire the next round of nominees and this wonderful story about Lara and her journey came from that.
Making it in Professional Sport is about sacrifice, hard work, passion and limitless determination. But, let’s be honest, if you’re a woman those challenges are just the tip of the iceberg. Bunnings have supported women’s sport in many ways, some overt and some less obvious. One such story is that of Tyla and her journey to the AFLW.
Conscious of their Australian origins, Bunnings Aotearoa wanted to create a content platform that spoke to their ‘We live here too’ brand promise.
Bunnings have long supported grass roots Rugby in Aotearoa. We were tasked with telling the story of the impact that support was having on a Rugby loving nation, particularly for those less fortunate.
A day at the track filming/driving amazing cars is just about my perfect day.