Suzuki New Zealand – The Block NZ

CLIENT

Suzuki New Zealand

CAMPAIGN

THE BLOCK NZ – Series 7, 2018

TARGET AUDIENCE

Everyday Kiwis who love DIY

STRATEGY

This year Suzuki New Zealand partnered with The Block NZ as the automotive partner for season 7 of the reality DIY show. The Block is New Zealand’s most successful DIY reality show featured on channel 3 in a multi-night time slot – 4 nights a week for 12 weeks. The partnership demonstrated a strong synergy between Suzuki NZ and The Block NZ, two brands committed to helping everyday kiwis make their dreams come true. All teams were given an exclusively wrapped team coloured Suzuki Vitara and then Suzuki S-Cross model for the duration of the show. The in-programme integration showcased teams falling in love with their Suzukis, finding all the features in the cars which helped them work through many challenges during their DIY journey.

The sponsorship activity was supported with a multi-platform marketing campaign across TV, radio, digital, social and branded activations. The show provided prime exposure for Suzuki, a reputable brand built for New Zealander’s as well as demonstrating how easy it is for kiwis to own a new car. The in-programme integration showcased teams falling in love with their Suzukis, using the car features which helped them get through on challenge or another. Digital and social integrations provided additional platforms for fans to learn more about the products, support the teams and get amongst the action.

The creative idea behind supporting in-show content featured Ben & Tom, the Blue team. The main headline ‘It’s easy to get into a brand new Suzuki’ was a positive twist on acknowledging how hard DIY is, and how long you need to wait before ‘new’ becomes a reality. For all the DIY kiwis out there, we emphasised just how easy it was to get into a brand new car. We then took Ben & Tom on location where relevant DIY content was created which included DIY car hacks and competition videos.

All creative in market was DIY themed with the use of paint rollers and saws throughout. Digital assets were enhanced with the use of animations and graphics which created a natural connection between the teams and the products.

The partnership provided a unique platform for brand amplification with entertaining and engaging content consistently delivered to our audience. Suzuki NZ and The Block were a great fit for each other and hope to team up again in the future to turn more kiwi dreams into a reality.

RESULTS
  • Brand and Product exposure with 2.41M people tuning into the peak show
  • Increase in Facebook fans and levels of engagement
  • Increase in Instagram followers, exposure and engagement
  • Display and VOD targets exceeded
  • Increase in website traffic and dealer enquiries

Contact us for more information on the results and the thinking behind this highly successful campaign.