AUCKLAND, Wednesday: Stanley Street has produced a new brand campaign for building material supplier ITM (Independent Timber Merchants).
We Speak Builder is ITM’s first significant campaign since appointing Stanley St as its creative agency in 2020.
The campaign centres around ITM staff demonstrating how nobody understands builders better by dramatising how well they know their client’s needs.
Marketing GM Sara Johnson said: “This campaign brings to life a key aspect of what sets us apart.
“It’s been a tricky time for the building industry so showing our customers that we understand them, speak their language and that we care about building enduring relationships with them is integral to what we’re all about.”
“Builders aren’t looking for pity. They play and laugh as hard as they ply their trade and the relatable tone of our campaign reflects that spirit.”
Stanley St chief strategy officer Thomas Scovell said: “Our market research validated that expertise, best-in-class service and trust are areas where ITM outpace their competitors.
“This campaign leverages the key insight that builders see a massive benefit in suppliers anticipating their business needs and that the foundation of a trusted relationship is mutual understanding.”
Stanley St ECD Brad Collett said: “It’s hard yakka out there for builders. Material supply, costs, paperwork, staffing shortages and demanding clients – they have a lot on their plates.
”We wanted to show them with this campaign that we have their backs, that partnering with ITM, a supplier that gets them, has never been more critical, saving them precious time and therefore money.
“It was important to us that we did so with tongue-in-cheek humour. Builders aren’t looking for pity. They play and laugh as hard as they ply their trade and the relatable tone of our campaign reflects that spirit”.
The national campaign is being rolled out via TV, radio, online video, social media, outdoor, trade press and digital channels.
- View the 30sec spot below
CREDITS
Creative: Stanley St
Media: Stanley St
Production: Film 360
Qual Research Groups: Stanley St
Client: ITM
General Manager Marketing: Sara Johnson
Brand Manager: Greg Blackwell
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