‘Live to Build’ campaign launched

justONE constructs real building stories with ITM’s ‘Live to Build’ campaign

Auckland, New Zealand: Friday, 9 June 2017

Leading 1-1 and digital specialist agency, justONE have launched a new campaign to celebrate Kiwi Builders, for building supplies specialist ITM.

Tasked with celebrating the connection between ITM and their customers, justONE chose to portray authentic stories from builders, resulting in ITM’s ‘Live to Build’ TVC campaign.

Ben Goodale, Managing Director at justONE says, “As this was the first brand campaign from ITM in six years, it was important that we stayed true to what ITM stood for – 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.’”

Stuart Hinds, Creative Direct at justONE adds, “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.”

Chris Boyle, Marketing Manager at ITM, says “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, 3rd of June 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. The Lions Tour was the perfect opportunity to launch our TVC and drive builders online for more content to engage them deeper,” adds Chris.

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.

For more information, visit: www.itm.co.nz/livetobuild.
To view the TVC, click here.

ENDS

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