Research told us that 82% of ITM trade customers buy from multiple merchants, and that non-ITM trade customers seem to have no opinion of ITM (either good or bad).
This highlighted an opportunity to increase share of wallet by building brand preference, and creating a stronger emotional connection between ITM and Kiwi builders.
This campaign is a celebration of ITM customers who ‘Live to build’ and features their stories as told by the builders themselves. It clearly positions ITM as the building supplies specialist who listens to builders, understands what makes them tick and provides all the support they require to get the job done. As the voiceover says, “… we live to support those who live to build”.
