New Zealand Marketing

ITM’S Lucky Hammer

Justone / ITM

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Opening a new store in Kaitaia, a close community and highly competitiv­e market would require something special to get builders in store, spending and experienci­ng ITM.

To achieve this, they created a 3D DM pack which they sent to licenced builders. The pack contained a numbered builder’s hammer with an incentive to come instore and ‘whack the nail’ to find out How lucky is your hammer?

This campaign literally ‘hit the nail on the head’ and has proved to be worth repeating at future store openings delivering good response rates, account activation and potential long- term customer value.

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