Behind The Block
Hijacking the assets and equity of Channel 9’s The Block to transform a passive presence into a powerful endorsement.
The Thinking: Reece had sponsored The Block for fifteen years. For most of that time, the brand faded into the background with messaging so passive it was practically invisible: 'Reece, as seen on The Block.' But the beautiful bathrooms on The Block only exist because of Reece products and Reece expertise. Reece wasn't just seen on The Block, Reece was behind The Block. This campaign made that case for the very first time.
My Remit: Creative Strategy, Concept Development, Content Strategy, Copywriting & Messaging
Getting More Out Of A Sponsorship
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Effortless Asset Integration
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Getting More Out Of A Sponsorship — Effortless Asset Integration —
We demonstrated that Reece is Behind The Block with our very own reveal. This took The Block's finished bathrooms — already loaded with audience desire and emotional investment — and pulled back the curtain to show the Reece products behind them. It converted The Block's cultural authority into Reece Bathrooms’ brand credibility.
Motion executions extended the campaign into the channels where The Block's audience lives between episodes. With eye-catching GIFs to stop the social scroll, and longer videos for higher-attention moments on YouTube and BVOD
This was the first year that we had behind-the-scenes access to The Block, and it reinforced our campaign message in the most irrefutable way possible.
This was particularly helpful on social channels, where the audience either distrusts, or actively avoids, traditional advertising.
The reveal mechanic translated perfectly into performance channels, putting the campaign’s scroll-stopping visuals directly in front of high-intent bathroom renovators.
The campaign's full value was realised on owned digital channels, where The Block's aspirational bathrooms became actionable.
EDMs tied each episode to product, driving high-intent traffic to The Block Hub on the Reece website. From there, customers could explore 3D room plans, book a consultation with a Reece expert, or buy product.
