Behind The Block
Reece had sponsored Channel 9’s The Block for over 15 years. But for the most part, the sponsorship was fairly subservient, with key messaging along the lines of “as seen on The Block” or “proud supporter of The Block”.
The team and I at Trout Creative Thinking wanted to help Reece take back some power, and show how fundamentally important Reece is to The Block and its bathrooms.
So we developed an integrated campaign revealing that Reece is behind all the incredible bathrooms on The Block.
Why’s it in my folio?
It’s a great example of how a brand can take the lead, and own the message, when working with a better-known partner.
Our Own Reveal
To show our audience that Reece was behind The Block bathrooms, we developed a campaignable visual treatment that started with the show’s beautiful bathrooms, and then revealed the Reece product or service behind them.
Getting It Moving
Our ‘reveal’ treatment could also be done in motion. This worked worked beautifully on social channels as GIFs, and on YouTube/BVOD as more comprehensive and nuanced videos.
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 room. From there, it was easy to explore the 3D plans, shop the product, or take it to the next step and book a consultation.
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.
Putting the Show in the Showrooms
We made sure people knew our showrooms were behind The Block, and further, which 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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