ITM – LIVE TO BUILD
Putting builders back at the heart of the brand
The challenge: Years of low brand presence had pushed ITM out of builders’ consideration unless a relationship already existed. To make things harder, the campaign had a modest budget and a short window to perform, launching during the Lions Tour. It needed to cut through quickly and speak directly to builders — no fluff, no generic brand talk.
The idea: Reposition ITM as the building supplies specialist that truly understands builders — not just what they need, but what drives them.
Live to Build became a celebration of ITM’s customers: people for whom building isn’t simply a job, but a way of life. Their stories, told in their own words, became the heart of the campaign.
THE EXECUTION
The campaign launched nationally during the 2017 Lions Tour, using entertaining TV spots that teased real builders’ stories and drove viewers online to watch the full films.
It was amplified across digital, social, print, radio, and personalised email — creating a tightly integrated platform designed to maximise impact within a short timeframe.
THE IMPACT
The campaign was embraced wholeheartedly by both builders and ITM stores.
More than 10,000 people visited the Live to Build hub, and 118 builders shared stories of their own — turning the campaign into a living, growing community.