The campaign centres around ITM staff demonstrating how nobody understands builders better than they do by dramatising how well they know and in many cases foresee their Client’s needs.
Says Sara Johnson, GM of marketing at ITM: “This campaign brings to life how ITM makes builder’s lives easier, 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.”
Says Thomas Scovell, chief strategy officer for Stanley St: “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.”
Says Brad Collett, executive creative director for Stanley St: “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.”
Adds Johnson: “Our unique strength at ITM is our cooperative model. Because our people are owner-operators they’re very passionate and will always do what they can for their customers, just like the customers they serve in many cases. Our first brand campaign with Stanley St, ‘We Speak Builder’, reflects how our customers view their trusted relationships with us as critical to their success and is as important to us now as it was when we were formed almost 30 years ago.”
Says Emily Scovell, chief media officer for Stanley St: “Our bespoke audience research has meant that not only is the creative set to really resonate with the audience, but our media selection has been driven by a deep understanding of how tradies go about their day. Using playful context and tactics to spark banter amongst them, yet also put a spotlight on the profession.”
The national campaign is being rolled out via TV, radio, online video, social media, outdoor, trade press and digital channels.
Source: Campaign brief
Creative: Stanley St
Media: Stanley St
Production: Film 360
Qual Research Groups: Stanley St
Sara Johnson – General Manager Marketing
Greg Blackwell – Brand Manager