Mitre 10 taps into “Talkin’ Scotty” for The Block in new integrated campaign via Edge
In the latest campaign for Mitre 10 via creative agency Edge, The Block host and Mitre 10 ambassador, Scott Cam, takes up residence in workshops, sheds and homes around the country in the shape of a Talkin’ Scotty bobblehead.
Talkin’ Scotty was designed as the ultimate DIY companion: every time you tap Talkin’ Scotty on the head, you get a classic Scotty-ism, like “Measure twice, cut once”, “Less lippy, more chippy”, or “Tools down – time for a cold one”.
In coming up with the concept, Edge wanted to create something that was tangible and emotionally engaging – much more than just a new piece of communication.
To ensure people knew about Talkin’ Scotty, Edge and Mitre 10 worked closely with the producers of The Block to integrate it into the show. This was done successfully by including Talkin Scotty within the narrative of the show. Taking inspiration from VB’s popular Boonie Doll campaign, Talkin Scotty would also react to relevant moments in The Block and to Mitre 10 TV ads playing on the 9HD channel.
Says Julian Cress, executive producer of The Block: “Mitre 10 and Edge had been really proactive and innovative partners over Mitre 10’s long association as the major sponsor. Over the past 13 series, Mitre 10 has been integrated into the show in numerous ways – from a pop-up Mitre 10 store, The Block Shop, to numerous Challenges and Master Classes. We loved the idea of Talkin’ Scotty and knew it was going to be a really fun thing to integrate into the show. And with the tension on The Block I’m sure there will be a lot of contestants who will get great enjoyment from bopping Talkin’ Scotty on the head.”
Says Karen Fahey, general manager marketing at Mitre 10: “When Edge came to us with the idea of Talkin’ Scotty we could immediately see the potential. We thought leveraging the popularity of Scotty Cam was a really clever way to drive more foot traffic into our stores and increase basket size. We also love the idea that Talkin’ Scotty will be a way for Mitre 10 to stay top of mind for DIYers months after the campaign finishes.”
Edge worked closely with leading product development company, PopIdeas, to produce the prototypes and final product, and with the Nine Network for the technical aspects of transmitting signals so that Talkin’ Scotty could respond to them within the program and TV commercials.
Says David Stretch, managing director, Edge: “In a retail landscape where so many collectables are unrelated to the retailer, we wanted ours to be the embodiment of the brand. Talkin’ Scotty, in true Scotty style, dishes out DIY tips and Mighty Helpful advice. And while the strategy is to drive people into Mitre 10 stores and lift sales, it is very much about having some fun and connecting people with the Mitre 10 brand.”
Talkin’ Scotty will be featured in The Block and supported by a new TVC, online video, in- store POS and social media campaign.
The Talkin’ Scotty bobble heads will be available nationwide from October and cost $9.95 with any purchase over $50.
View the website: http://www.talkinscotty.com.au
Client: Mitre 10
GM, Marketing – Karen Fahey
Marketing Manager, Brand – Brett Meehan
Agency: Edge
Copywriter – Peter Mountford
Art Director – Sal Cavallaro
Executive Creative Director – Matt Batten
Senior Account Manager – Grace Sheridan
Executive Planning Director – Richard Parker
Managing Director – David Stretch
Production Company: Vandal & Helium
Director – Zac Lynch-Woodlock
Producer – Ben O’Donnell
Managing Director: Brenden Johnson
Sound Production: Rumble
Senior Sound Designer – Cam Milne
Nine Network
Client Experience Manager – Olivia Shipsides
Chief Technology Officer – David Bowers
The Block / Cavalier Television
Executive Producer – Julian Cress
Executive Producer – Dave Barbour
Series Producer – Julia Holdstock
Product Development / Production: PopIdeas
Managing Director – Greg Jury
18 Comments
Is it bad advertising if you just copy an old idea?
Try harder. I did it way better.
Wow a Scotty doll. And it responds to the signal from Channel 9!
Probably don’t know that GPY&R did this one 14 years ago for VB!
https://campaignbrief.com/vb-boony-doll-gets-silver-at-t/
Please tell me they didn’t bring one to the concept meeting?
Did Scotty get a big payout from the Libs for this one?
Surely you knew about Talking Booney??!! One of the most famous Aussie campaigns ever.
https://www.youtube.com/watch?v=xV72Ry6FUJo
The first rule of advertising…
That was Booney. This is Scotty. Totally different spelling.
Pathetic
Man, I can’t believe none of you get it!
VB has always been about championing the working class bloke and this is clearly a parody of one of their most famous campaigns from years past in order to gain some PR. I mean, you’re talking about it right, so therefore it’s good!
Surely you didn’t miss that by playing it backwards you hear Boony saying ‘top shot that!’ with the VB theme in the background?
And the Cadbury purple on the hideous mural at around 18 seconds. Meta advertising genius!
Justifying nonsense. This is lazy at all levels. Can’t believe the agency thought this was a good idea. Your client deserves better.
Pretty sure they were aware. judging by this quote:
“Taking inspiration from VB’s popular Boonie Doll campaign”
First gorillas, now this.
I presume your comment itself is a parody?
This actually makes me hate my industry. Maybe I’ll become a tradie instead.
Why would anyone pay $10 for one of these? Especially when the show is due to end in 3 weeks??
This isn’t taking inspiration, this is duplication
Reading the headline, I thought it was a Scotty from Marketing doll. A funny idea if it could be loaded with many of his preposterous lies and bullshit. Now THAT’s an item that’d sell a squillion.
As well as rebranding to Old Associate CD guy, you should perhaps consider Stale and Boring Political Statement guy. Both would be a better reflection of your contribution on this site.
Not buying it. And, definitely not buying it.