The Live to Build campaign is built around authentic stories from builders.
“As this was the first brand campaign from ITM in six years, it was important that we stayed true to what ITM stood for,” said justONE managing director Ben Goodale.
“Not only were they there for the trade, for real builders, but they worked with builders to make things easy. In short, ITM lives to support those who ‘Live to Build.’”
CD Stuart Hinds said: “Builders really do have entertaining stories to tell, so in a twist on traditional brand campaigns, rather than talk about ITM’s product offering specifically, we focussed on making ITM’s customers the hero, by sharing their candid anecdotes.”
“justONE did a fantastic job in exploring this creative territory.”
ITM marketing manager Chris Boyle said: “First and foremost we’re about our customers – from apprentices, right through to the old hands. justONE did a fantastic job in exploring this creative territory further to produce a TVC and campaign that was not only genuine, but could resonate with builders from all walks of life.”
The Live to Build TVC went to air on Saturday, coinciding with The British and Irish Lions rugby tour.
“Builders love sport and we know that rugby followed closely by fishing, is a favourite sport amongst our target market,” Boyle said. “The Lions Tour was the perfect opportunity to launch our TVC and drive builders online for more content to engage them deeper.”
The campaign is led by video storytelling on TV and digital platforms, with a strong below-the-line and retail activation programme designed to connect with ITM’s customers and the wider builder audience.
Builders also have an opportunity to share their building story and win a week-long, fully catered self-drive 4WD journey in the South Island high country.
See more here