Behind The Block
Reece had sponsored Channel 9’s The Block for over 15 years. But Reece’s sponsorship was fairly subservient, with messaging like “as seen on The Block” or “proud supporter of The Block”.
But Reece’s products and services are critical to the show’s bathrooms, and we wanted to make sure Australians knew that. So we developed an integrated campaign revealing that Reece is behind all the incredible bathrooms on The Block.
An Effortless Partnership
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Taking the Lead
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An Effortless Partnership — Taking the Lead —
Our Own Reveal
We clearly demonstrated that Reece was behind The Block’s bathrooms with a bold visual treatment that took The Block’s beautiful bathrooms and revealed the Reece products and services behind them.
Revealing That Reece Is Behind The Block
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Revealing That Reece Is Behind The Block —
Getting It Moving
Our ‘reveal’ treatment could also be done in motion. This worked beautifully on social channels as GIFs, and on YouTube/BVOD as more comprehensive and nuanced videos.
Perfect for Performance
The bold art direction of Behind The Block really came to life in performance channels. It’s ‘thumb-stopping’, as the creative consultants at Meta love to say.
Behind the Scenes of The Block
This was the first year that Reece had behind the scenes access to The Block, and our campaign platform incorporated that access beautifully.
Going Behind Each Reveal
After each reveal, EDMs and The Block Hub on the Reece website helped our audience understand exactly what was behind each team’s bathroom.
From there, it was easy to explore the 3D plans, shop the product, or take it to the next step and book a consultation.
Putting the Show in the Showrooms
We made sure people knew our showrooms were behind The Block, and further, which specific products were behind their favourite bathrooms.
Simple Enough for Digital Display
And finally, digital display. It’s not a very sexy channel, and isn’t usually considered until quite late in the creative development process. But when you keep your campaign idea and messaging simple, it’ll work a treat anywhere you put it.
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