Mitre 10 Trade App Launch
Tradie Nickname Generator
Tradie Nickname Generator
Since 1959, Mitre 10 has been the number 1 trusted hardware store among Australian tradies. We have a unique understanding of tradie's needs, habits and rituals. This knowledge allows us to tailor our products, serves and even our tech to their unique set of needs.
Enter the Mitre 10 Trade App, for true tradies. To boost downloads of our revamped app for tradies we launched a campaign for true tradies. Speaking in their language and living in their world, all while highlighting the key benefits of the new-look app.
Campaign:
Social, Radio, OOH, BVOD
Credits:
Agency: Dig
Art Director: Kai Faulkner
Copywriter: Glenn Symmons
CD: Anna Paine & Owen Bryson
CCO: David Joubert
Sound: Rumble
Client: Mitre 10 Trade
True Tradie Nickname Generator
Nobody in Australia loves giving their workmates nicknames more, than our friends in the trade. So off the back of our ‘For True Tradies’ platform, we created a TikTok filter that tradies use to give their mates on site the nickname they deserve.
And while you may think the nicknames were random, we actually used various questions and machine learning algorithms to ensure each user gets one of the 120+ insightful nicknames that's right for them.
This means electricians get sparkie-appropriate names, pub-lovers get pub appropriate names and so on.
Copy of 2.mp4Copy of 4.mp4Copy of Demo Video.mp4Some of the best nicknames... (there were more than 150)
Seaweed You've been floating around for a while, but now all washed up.
Schooey Calls it a day after two beers.
Chalk String Loves a big weekend.
Drillbit You often go missing on site.
Casey Needs a supervisor in case he breaks something.
Van Gogh Only listens half the time.
Pink Floyd Thick as a brick in the wall.
Hawking Super smart but doesn't get out of their chair.
Wombat Eats roots and leaves
Platypus Boss' kid. Protected species.
Perth 3hrs behind everyone else.
Nips Likely to nip to the pub.
Disco Better when they're silent.
Sensor Light Only works when the boss walks past.
Multi-tool You're useless at more than one thing.
Ibis Eats a lot of junk food.
Showbag Full of sh*t.
Chopper Can't read.
MITR100108_Mitre10_BVOD_V07.mp4MITR100108_TradeApp_DOOH-Boots_9x16_V04.mp4MITR100108_TradeApp_DOOH-I Built That_9x16_V04.mp4MITR100108_TradeApp_DOOH-Screws_9x16_V05.mp4