Mitre 10 Dream Home returns to Kiwi screens on 2 July at 7.30pm after a few year hiatus. And, along with the naming rights sponsor, TVNZ has signed up a host of other commercial partners who will spruik their wares in the TV2 show, including ASB, EECA Energywise and plenty more.
When it comes to 'integration', DIY shows work well and, as TVNZ’s head of sales, Jeremy O’Brien, says the series "naturally lends itself to relevant and real-life brand integrations that we know DIY-mad Kiwis will love to watch". Bunnings got behind The Block on TV3 last year. And Mitre 10 renewed its long association with the show, which challenges two families to build their ultimate dream home and previously aired from 1999 to 2009.
Now filming in Canterbury, this year’s production has special significance for all those involved, including major new partner ASB Bank, which has an ongoing commitment to helping the region back on its feet. Following the earthquakes over 100,000 houses were damaged and require rebuilding.
EECA Energywise has continued its support of the series in an effort to help contestants make energy efficient choices for their homes.
Resene, Hunter Furniture, Toyota, Noel Leeming, Flooring Xtra, FIRST Windows & Doors, Sleepyhead, Harcourts and NZ Steel’s Colorsteel roofing brand installed by Metalcraft are also on the books.
“Mitre 10 Dream Home is a powerful platform that will bring these brands to life and connect with consumers in a way that’s truly engaging and entertaining," says O'Brien. "Branded content funding supports the making of outstanding local content. It’s a win-win for both our partners and our audiences.”
Adweek recently collated a list of movies featuring the most product placement, and the Herald's film critic Dominic Corry also listed some examples of commercial creep going too far, so there is a line and it pays not to cross it. But in an era where advertisers are increasingly looking for content plays rather than the display advertising, these types of properties are proving popular.
In coming weeks, partners will be rolling out cross-platform campaigns to leverage their profile on the show, including complementary TVCs, mobile and online apps and point of sale executions.
Mitre 10’s involvement will also be integral to the show’s primetime spin-off, Mitre 10 Dream Home Offcuts, an eight x 30mins companion series that sees Simon Barnett and builder and star of Mitre 10's Easy As campaign Stan reviewing the week and presenting extra footage and DIY tips.
No word on whether Tammy Davis will be guest starring. But somehow we doubt it.
