New 'Proper' TVC brings dogs Home

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Australia’s home-grown hardware group, Home Timber and Hardware, is embarking n a fresh round of TV advertising to hammer home its position as the ‘proper hardware store’.

Devised by CHE Melbourne, the new TVCs take the dog mascots Rusty nd Sandy on location to a Home Timber and Hardware store – with the aim of bringing the brand’s core values to life via a proper change of scenery and fresh approach.

The creative for the new TVCs hinges on the use of the brand icons, Rusty and Sandy. First introduced in 1993, the dogs immediately showed their potential as the ace of the Home Timber and Hardware brand.

They now represent the brand through a range of marketing activity, including the “Dogalogues”, point of sale material and TVCs.

Home Timber and Hardware marketing manager, Andrew Senyard, says the new VC creative is an evolution of the ‘Proper Hardware Store’ campaign, launched in 2007.

“According to our recent brand tracking, we have the most liked hardware campaign; onsumers love the dogs and the fun, down-to-earth humour of our existing creative,” said Senyard.

“We wanted the new TV campaign to build on this by taking the consumer to the eart of where it all happens – our stores. By using a real-life in-store setting, we can how the ‘proper hardware store’ at work, while staying true to all the existing ampaign elements consumers have told us they love.”

CHE Melbourne developed the original ‘Proper’ creative in 2007, which resulted in a 4 per cent increase in unprompted brand awareness for the Home Timber and ardware brand.

CHE Melbourne’s executive creative director, Jason Ross, says: “Rusty and Sandy’s humour translates perfectly into an everyday store setting and the nature of the creative gives Home Timber and Hardware an opportunity to showcase everything that makes it the proper, local hardware store.”

Credits:

Executive Creative Director (CHE): Jason Ross

Creative Team: Rogan Briggs and Dom Megna

Account Service: Susan Bird and Amanda Minogue

TV Producer (Cherry Pictures): Georgina Toole

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