ITM lures builders with New Zealand's first virtual fishing competition 'ITM Go Fish!' via justONE

ITM-go-fish-comp (1).jpgWith summer well underway, building supplies specialists ITM is giving Kiwi builders the opportunity to take part in New Zealand's first virtual fishing competition, ITM Go Fish!, developed by 1-1 and digital specialist agency, justONE.

ITM Go Fish! launched before Christmas and features on the new ITM App for builders.  ITM are giving away 3,000 free Virtual Reality headsets at ITM stores nationwide so that builders can try their hand at ITM Go Fish! . Doing well on the leaderboard (the bigger the fish caught the better), gives builders the opportunity to win weekly prizes until the end of January too.

GO-FISH-.jpgChris Boyle, ITM marketing manager, says that the virtual game ITM Go Fish! was developed as a new way to engage with builders and inject some fun into raising awareness of ITM's app for builders.

Says Boyle: "The hero feature of the ITM App is they will now be able to access industry news and record their LBP points from anywhere. However, the idea for ITM Go Fish! came out of our desire to add fun as a reason to download our ITM App.

"We know many Kiwi builders love fishing, so integrating this into the App with ITM Go Fish! is a great way to offer them some light relief before they're able to get out on the real water."

Ben Goodale, managing director of justONE said the virtual fishing competition will deliver in many cases, the first VR experience for Kiwi builders.

Says Goodale: "Rather than just making this a generic giveaway campaign, we set out to make virtual reality an integral part of the ITM App launch itself - using it to magnify exposure, talkability and to generate genuine excitement around it.  

"Virtual reality is an exciting space to be in, a great way to connect with builders, and ITM's desire to be clearly differentiated in the building supplies market is evident with this brave campaign."

ITM's Go Fish! competition will run until Friday 27th January, 2017 where the overall scoreboard leader will win a Matt Watson Ultimate Fishing Pack featuring products from Shimano, Icey-Tek, Sea-legs and Invisible Zinc.

The campaign has been launched via the ITM website, Facebook, eDM, SMS, trade media advertisements, sponsorships, Radio Hauraki promotion, and digital media.

 How it works:
·      Builder downloads ITM App
·      Goes into an ITM store to collect their free VR headset
·      Accesses game site via link in ITM App
·      Plays game, posts high score on leaderboard
·      Highest score each week wins a prize, the top player at the end wins the Matt Watson Ultimate Fishing pack

Agency - justONE
Ben Goodale - Managing Director
Stu Hinds - Creative Director
Drew Ayers - Creative Director
Justin Biddle - Studio Manager
Marnie Brannigan - Group Account Director
Monique Strawbridge - Account Director
Christopher Etienne - Account Manager

Client - ITM
Gareth Ewen, Digital Marketing Manager
Chris Boyle, Marketing Manager
Media Map
Kevin Blight - Director
Stickmen Media (Developers)
Concept Art: Alex Ritchie
Modelling and Animation: Ling Na, Sergi Nicolas,
Server Programming: Priyesh Jain, Matt Gibson
Client Programming: Shane Mazlin, Darryl Van Denzel
Lead Programmer: Diego Torres
Producer: Margaret Pickering
Executive Producer: Brooklyn Waters

Leave a comment


A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs