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ITM’s Lucky Hammer
Channel Gold - Direct Mail B2B, Industry Silver - Other - B2B
Entrant Credits
Ben Goodale, Amy Watson, Stuart Hinds, Drew Ayers, Justin Biddle, Milutin Kovacevic
Nominee Credits
Chris Boyle, Andrew Campbell, Gareth Ewen
Entry Rationale
Opening a new builders’ merchants store in the Far North of New Zealand is not for the faint hearted. You are entering a close community with strong ties and relationships, and in this case, highly competitive too.

ITM were planning on opening their store in Kaitaia in early 2017, and wanted to reach out to local builders to get their attention. The strategy focused on getting builders’ attention, give them a great reason to come instore, open an account and experience the ITM difference for themselves.

The DM pack literally ‘nailed it’. A three- dimensional DM pack with a builder’s hammer enclosed, was sent to licenced builders, with an incentive to come instore and ‘whack the nail with their numbered ‘lucky hammer’. 

Results showed the campaign literally hit the nail on the head and will be worth repeating for future store openings. It achieved good response rates, account activation and potential long- term customer value.