TV3 is breaking new ground in the brand-funded content space with a blue-chip family of sponsors for upcoming hit renovation-reality series The Block NZ. For the first time on a major New Zealand television series, the foundation partners whose brands are integrated into the programme have unprecedented access to the stars of the show.
Broadcast sponsor, Bunnings Warehouse, and fellow foundation partners Kiwibank, Mazda and Wild Bean Cafe are working with TV3 on creative marketing campaigns that extend well beyond traditional sponsor activity, and support both the programme and the brand objectives.
MediaWorks TV Head of Integration, Melanie Reece, says MediaWorks’ unique ability to create campaigns across the company’s television, radio, online (including social media), and mobile phone platforms is central to the success of this innovative approach.
“TV3 are the local market leaders for new model of branded entertainment, and with The Block NZ, we are building on the commercial success of New Zealand’s Next Top Model,” she says.
“The collaborative partnership between the sponsors, TV3 and the producers of the show means our brand partners are integrated into the creative process from day one. And in a new development, in addition to being part of the programme itself, the partners have the right to leverage their association in marketing campaigns that feature the stars of the show.”
Extending the company’s reach into the print media space, MediaWorks today named ACP Magazines as the official media partner for The Block NZ. Woman’s Day and Your Home & Garden will be the lead publications in the partnership, which will include unique opportunities for sponsors and clients.
The Block model sees a group of foundation partners built around four categories; DIY (Bunnings Warehouse), Financial Services (Kiwibank), Transport (Mazda) and Coffee/Food (Wild Bean Cafe). Head of Factual Commissioning Sue Woodfield says TV3 is delighted to have such premium brands associated with the programme.
“The Block is one of the most exciting reality formats in the world, and the sponsors contribute significantly to the programme’s content. We are very lucky to have secured such a motivated, high calibre group of sponsors for the inaugural New Zealand production.”
The Block NZ promises to be the biggest local programme of winter 2012. The first local version of the hit international format, The Block NZ will see four couples compete to renovate four dilapidated houses in a very upmarket suburb – room-by-room, week-by-week, challenge-by-challenge - and sell them at auction for the highest price. The winning couple is simply decided by the toughest judge of all, the real estate market.
All four renovated houses will go to a LIVE TV auction, with The Block NZ crown going to the couple whose renovated house fetches the highest price on the night! All four couples will receive profits from the sale of their house at the LIVE TV auction, and the winners will take home an additional cash prize of $80,000.
The Block is one of the biggest reality formats in the world, with a compelling blend of real estate dreams and high-stakes drama that has made it a global phenomenon. In Australia, where the show began, it remains the highest rated television series of all time, and over 350 episodes have been produced worldwide, from the UK and USA to Israel, Russia, Romania and Belgium, to the Netherlands and Scandinavia.
The New Zealand series is produced by Eyeworks Television for TV3. Foundation partners are Bunnings Warehouse, Kiwibank, Mazda and Wild Bean Cafe, with additional support from Dulux, Peter Hay Kitchens, Mitsubishi Electric and Fisher and Paykel Appliances.