Building supplies specialist ITM celebrates Kiwi builders in ‘Live to Build’ campaign via justONE
Leading 1-1 and digital specialist agency, justONE has launched a new campaign to celebrate Kiwi Builders, for building supplies specialist ITM.
Tasked with celebrating the connection between ITM and its customers, justONE chose to portray authentic stories from builders, resulting in ITM’s ‘Live to Build’ TVC campaign.
Says Ben Goodale, managing director, justONE: “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.'”
Says Stuart Hinds, creative director, justONE: “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.”
Says Chris Boyle, marketing manager, ITM: “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.
“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.”
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.
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
Toybox
Nanette Miles, Managing Director
Leoni Willis, Editor
Media – MediaMAP
Kevin Bight
2 Comments
Eternally dull and repetitive naturalism from the same peeps….
Where’s the clever bit?
To help get it in front of a jury, you need to take a leaf from the AMI ads where real people tell their tales and the visuals create the funny twist to the story. Sure, it might’ve been a tad bit awkward explaining this copycat approach at the next holding group meeting, but at least the work might have been better.
The problem is that these aren’t funny. It’s not about storytelling (please, it’s also not 2012), it’s about telling a joke and having fun that’ll capture hearts and minds. At the moment they seem like ‘in-jokes’. It’s not enough to get tradies to migrate to your site where they’ll all sit around at lunchtime viewing the ads on their robust Samsung Galaxies when you’re up against so many other forms of entertainment. It does work if you turn it into a competition (there you go, you can keep that idea).
My verdict: when comparing the AMI idea to the ITM idea, the insurance ad does it better. But nice to see ITM giving it a good long awaited go! Nice one, Chris.