You’d think that after four seasons of watching Kiwis work on dilapidated houses, audiences would be suffering from some DIY fatigue.
However, MediaWorks doesn’t believe this to be the case, launching the fifth season of its most popular show, The Block NZ.
MediaWorks followed up the announcement of the new season with a campaign launch on Sunday night, drawing attention to the ‘battle of the sexes’ premise underpinning this edition of the show.
In keeping with previous seasons, the campaign was again developed by MediaWorks’ in-house creative team.
“We wanted to suggest the familiar by starting the spots with couples then flip it on its head with an amazing colourful reveal,” says creative director Ant Farac.
“We simplified everything down to focus on just the teams and the bright colours associated with them. Making the promo "pop" by literally having the contestants explode on screen, then have them floating through the chaos of tools and debris, as we throw them into the maelstrom that is The Block NZ.”
MediaWorks marketing manager of entertainment Reuben Wiremu says that the campaign will also feature extensive out-of-home and digital executions as well as being rolled out across the company’s owned media channels.
“More FM and The Rock playing the role of lead radio brands on the show,” Wiremu says.
MediaWorks will be hoping that the latest iteration of the show lives up to the heights of previous seasons.
Last year, The Block NZ finale attracted an audience of 846,000 viewers, down only slightly from the 849,500 that tuned in 2014.
Given the success of the previous seasons, the show has again attracted some big name sponsors.
AMP has signed on as broadcast sponsor for its second season, while Bosch Power Tools, Freedom, Haier, Honda, Mico Bathrooms, Peter Hay Kitchens and Pita Pit have also returned for another round of DIY drama.
The show has also attracted new programme partners in Central Heating New Zealand and Resene.
While the show is yet to kick off on Kiwi TV, Wiremu says the format of the latest edition has already served up some added intrigue.
“With no couples competing on The Block NZ this year and many of them being single it's a very social set,” he says.
“Will we have our very first 'block romance'? I guess we'll just have to wait and see.”
Creative director: Ant Farac
Marketing manager – Entertainment: Reuben Wiremu
Promo director: Jeremy Wadzinski
Stills director: Musonda Katongo
Assistant brand manager: Lily Kingston