Behind The Block
Transforming the assets and equity of Channel 9’s The Block into a powerful endorsement of Reece Bathrooms.
The Thinking: Reece had sponsored The Block for over 15 years, but the sponsorship’s messaging was very subservient, built around paltry statements like “Reece, as seen on The Block”. So the team and I at Trout developed a campaign that elevated and celebrated Reece, showing how critical it is to the show and its beautiful bathrooms.
Usurping A Partnership
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Effortless Supplied-Asset Integration
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Usurping A Partnership — Effortless Supplied-Asset Integration —
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.
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.
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.
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.
