To celebrate the connection between ITM and its customers, JustOne has launched the ‘Live to Build’ campaign portraying authentic stories by real Kiwi builders.
In a series of 30-second videos, three groups of builders divulge their best anecdotes in front of the camera. One builder remembers when a colleague decided to take his advice to mix concrete under a tree quite literally, while another recalls a time when someone accidentally ran a skillsaw through a brand new deck.
“First and foremost we’re about our customers – from apprentices, right through to the old hands,” says Chris Boyle, marketing manager at ITM. “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.”
Stuart Hinds, creative director at JustOne says: “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.”
The ‘Live to Build’ TVC first went to air on Saturday to coincide with the start of the British and Irish Lions rugby tour. Alongside its video storytelling on TV, the campaign will also be distributed on digital platforms with strong below the line and retail activation programme designed to connect with ITM’s customers and the wider builder audience.
“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,” says Boyle.
Builders will also have the chance to share their own works stories on ITM’s ‘Live to Build’ website. Every entry will be in to win a week long, fully catered, self-drive 4WD journey through the heart of the South Island High Country Country.
Agency – JustOne
Stuart Hinds – Creative Director
Drew Ayers – Creative Director
Justin Biddle – Studio Manager
Marnie Brannigan – Group Account Director
Monique Strawbridge – Account Director
Milutin Kovacevic – Senior Account Manager
Ben James – Mac Artist
Liz Garneau – TV Producer
Ben Goodale – Managing Director
Production company – Exposure
Tim Parsons – Director
Craig Henderson – Producer
Client – ITM
Chris Boyle – Marketing Manager
Gareth Ewen – Digital Marketing Manager
Andrew Campbell – Campaign Manager
Jerry Hirst – Sales and Marketing Director
Nanette Miles – Managing Director
Leoni Willis – Editor
Media – MediaMAP