In 2012, MediaWorks TV embarked on a transformative journey, strategically placing local content at the forefront of its programming. Amidst this strategic shift, the network aimed to establish a leadership role in brand-funded content creation, giving birth to its first large-format competitive reality show, The Block NZ. We were there to launch it with an award winning campaign that set up many successful series.
But first...the challenge was substantial, particularly with the majority of New Zealand TV viewers entrenched in the 7 pm Shortland Street ritual on a competing channel. We faced the daunting task of creating such a compelling launch for The Block NZ viewers “switched” in real time (these were the days of linear television remember!) - despite the Block NZ being an entirely new concept in New Zealand - launching with unknown contestants (the concept of social influencers and reality stars was just in its infancy. In fact, much of TV3's initial learnings in this space including personality led social strategies came from this show).
We strategically divided our target 25-54 audience into clear target segments including : 'DIYers and renovators' and 'House proud/reality fans.' This segmentation not only ensured targeted messaging but also encouraged viewers to align with a specific team, a critical factor in ensuring repeat viewership. This innovative approach gave birth to the term 'Teamification,' a concept that became the linchpin of the campaign. We needed viewers to passionately get behind their team of choice (which they did! Who can forget Pete & Andy, Alex & Corban - early Block NZ contestants became household names).
The creative strategy was laser focused. Teams were portrayed as dynamic duos, a theme consistently reinforced in creative executions to help fans identify their favorites early on. The overarching message, "Who Will Nail It?" not only communicated the competitive nature of the show but also resonated with the audience. The communications plan, utilizing owned, paid, and earned assets, focused on generating awareness, interest, intent to view, and active involvement.
Recognizing the importance of real-time engagement, we introduced live chat through Facebook and Twitter from the first episode as part of a second-screen strategy. We literally created a “war room” of sorts where we would stimulate live online chat through each show to spark conversations with viewers - and all communications, both on and off air, directed viewers to the official online fanzone. The Facebook page strategically posted content related to the teams' regions, fostering provincial support.
The results were nothing short of spectacular. The launch episode successfully achieved its goal of a 12 or higher rating point. An impressive 50 percent of the first episode's viewers returned for each subsequent episode, making The Block NZ the network's highest-rated show of the year. Public engagement soared at various events, particularly at the two open homes with fans lining the street. The pinnacle of audience participation occurred at the live auction finale, earning an impressive 15.6 rating.
Looking back, The Block NZ's launch serves as a blueprint for success in a competitive landscape. Teamification not only engaged the audience but also fostered a sense of loyalty that transcended the traditional reality show viewing experience. The show's innovative approach to marketing and real-time engagement through social media is a testament to its enduring relevance, providing valuable insights for contemporary content creators and marketers navigating the ever-evolving media landscape. “Turning the Nation into Blockaholics” took away the launch of the year at the NZ Marketing Awards and the strategy set the scene for more than 7 successful seasons.
Creative Director - Ant Farac
Head of Marketing - Amanda Wilson
Marketing Manager - Rebecca Saunders
Graphic Design - Juita Tambunan
Social Media - Cate Owen
*Fun fact - The tagline “Who Will Nail It?” came about when we couldn’t nail it at all. Marketing lead Amanda Wilson & Brand Manager Rebecca Saunders called Executive Creative Director, Ant Farac, in for help with copy - saying they were struggling with the tagline for the show - and couldn’t nail it. He simply said “there you go!”....and we did.
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