Renovation enthusiasts rejoice as MediaWorks launches the sixth season of The Block NZ with another colourful campaign.
This year, the show will be returning to its season one stomping grounds as each team will be renovating a three-storey family home on the Auckland's North Shore.
To coincide with the announcement, MediaWorks has released a colourful new campaign by its in-house team to hype up audiences before its season premiere on 25 June. It includes a one-minute spot highlighting the four teams battling it out for the title, with host Mark Richardson at the centre of it all.
To further encourage viewers to get to know the contestants, the show has released introductory videos for each of its teams on its social media channels. The teams include a motley of pairs from across the country, including identical twin sisters Julia and Ali, and brothers-in-law Andy and Nate.
Full media support will begin to roll out this week and includes a range of out-of-home and digital layers designed to complement the show's launch strategy across MediaWorks-owned platforms. More FM are again taking the role of lead radio brand on the show, with support from other stations both at launch and throughout the season.
"The spots aim to capture the competitive spirit this season’s teams will be bringing to The Block NZ as they - quite literally - hit the ground running," says creative director Bryce McNamara. "We’ve opted for a clean, vibrant and simple execution that really lets Three’s new brand shine through, with a strong focus on The Block NZ personalities themselves. For a bit of an extra pop, we’ve incorporated playful outlines, textures and patterns to further elevate the spot."
Last year's 'battle of the sexes' edition of The Block NZ registered as Three's second most popular show in its key 25-54 demographic, beaten only by 7 Days. It was the fifth season of the show and its final episode attracted an average of 251,000 viewers in the same demographic—up from seasons three and four, but down from seasons one and two.
However, the overall audience did not have quite as positive a story, with an average of 450,700 tuning in for the finale. This was below season four's figures, but up from the third season. It was, however, well below the turnout for the hugely popular second season of the show.
According to Nielsen data, 2.6 million viewers (1.3 million in the 25-54 demographic) tuned into The Block last year. Traditional TV viewership increased during season five by two percent, while online streaming increased by 17 percent.
The continuing success of the show has also seen the return of all of its programme partners from last season, including AMP, Freedom and Pita Pit. NZ Post will be the joining The Block as a new partner.
Set to air on Sundays at 7pm, the new season will go up against TVNZ's Survivor NZ to battle it out for reality TV supremacy.
Executive Creative Director: Ant Farac
Creative Director: Bryce McNamara
Art and Design Director: Juita Tambunan
Marketing Manager: Reuben Wiremu
Assistant Brand Manager: Lily Kingston & Jay Patel