Mitre 10: Bring on the Weekend

Bring on the Weekend - Mitre 10.The radio ad that wasn’t really a radio ad, but it was.On September 12 the new Mitre 10 MEGA campaign was launched to reposition the brand. Being "Big" was no longer enough of a differentiation from the main competition. We needed to create a more 'emotional'connection with the Mitre 10 brand, we needed to stand for something more than just being ‘Big’.
So we decided to claim "The Weekend" everyone loves the weekend, and it's the time when us Kiwis do our DIY. So we wanted to kick of the campaign with a bang. A media roadblock, including banners, page takeovers and, of course, radio was scheduled to run at 3.39 on Friday 12th September. This is the official time that we all start thinking about the weekend ahead (a Colmar Brunton survey was conducted a couple of weeks prior to find out this exact “knock-off time”).
But it wasn’t a conventional radio ad that formed the roadblock on radio – it was an entire song. We used the radio medium to get our new brand line “Bring on the Weekend” inside listeners’ heads, and get them excited about the weekend.
The "Bring on the Weekend" song was played across a number of top-rating Radio Stations across the country at the same time (Friday September 12, 3.39PM). It was then made available for download, formed the music bed for the brand TVC spots that launched at the same time, and an instrumental version is heard under Mitre 10’s day to day retail advertising across TV and radio – with “Bring on the Weekend” being our consistent vocal end sting.
As you’ll hear, the song is branded Mitre 10 within the lyrics, and the tongue-in-cheek story is about a man’s love of his tools DJ adlibs teased the song, and attributed more branding to it after it had played on air. They also prompted listeners to download it from Mitre10.co.nz or iTunes.It wasn’t your normal 30 second spot. Enjoy I'll bet you’ll find yourself singing it later. Agency FCB Auckland