The bobble-head that brought the brand to life

Challenge

Mitre 10 needed a way to make its ‘The Block’ sponsorship more engaging for customers and viewers, while driving attention back into stores.

Idea

We turned Mitre 10’s Ambassador and ‘The Block’s host Scott Cam into the ultimate DIY companion with a playful bobble-head activation that delivered tips, advice and his trademark one-liners.

How it worked

• Collaborated with PopIdeas to develop renders, prototypes and the final interactive Talkin’ Scotty product.

• Extended the idea across the full campaign, covering box artwork, instruction manual, countertop display, in‑store posters, eDMs, social content and a micro‑site.

• Shaped a cohesive experience that carried the idea from shelf to screen and into store, keeping the tone fun, ownable and on‑brand.

Outcome

• Launched Talkin’ Scotty during a live segment of The Block TV show, turning the bobble‑head into a talking point for viewers and driving attention into Mitre 10 stores.

• Connected sponsorship, content and commerce through a fully integrated activation that spanned TV, packaging, POS, digital and in‑store.

• The idea gained traction well beyond the launch, with Mitre 10 stores across the network creating and sharing their own Talkin’ Scotty social content.

• Earned Campaign Brief’s Hot List: Agency Mover & Shaker recognition for the campaign’s creative impact and contribution to the agency’s reputation.