Agency: justONE
Objectives
Hard metrics:
- Double the number of Kiwi builders with the ITM App - 1000 downloads during the promo period
- Get at least 5,000 sessions of the ITM App
- Get at least 1,000 installed versions of the Go Fish! game
Soft metrics:
- Get NZ builders to fall in love with virtual fishing!
- Build a platform for sustained use of the ITM App
- Increase preference for ITM among all builders
Strategy
ITM wanted to step change their relationship with all builders, and be able to reach them directly. The smartphone is the ideal connector with builders. The App...