Published first on Bandt.
Led by PHD, Volkswagen has joined as the official automotive partner to Channel Nine’s The Block, which launched on Sunday.
The partnership will see Volkswagen supplying its technologically-advanced Tiguan medium SUV to all contestants on The Block to assist with challenges and daily tasks during their renovations throughout the series. The Tiguan features the best in active safety and convenience, making it the perfect addition to help each team perform at their best.
Volkswagen will award contestants with more than $110,000 in cash prizes as part of the weekly Room Reveal segments to help fund their renovations, as well as assisting them on a unique challenge to Mt Buller, Victoria, in the adventure-ready Passat Alltrack wagon.
Rowena Kanna, marketing communications manager at Volkswagen Australia, said: “We are excited to partner with Channel Nine and The Block. The Tiguan was the perfect vehicle for The Block contestants – providing the latest in technology and safety features plus the space and comfort needed through the tough renovations.”
Commenting on the campaign Christian Heath, communications manager PHD Content, said: “We’re really proud to have worked on this partnership between our client Volkswagen and The Block. As one of the most loved programs in Australia, The Block provides great integration opportunities and was the ideal sponsorship platform for a tech-focused brand like Volkswagen.”
“We are excited to have worked with Volkswagen and PHD on this exciting automotive integration,” said Lizzie Young, Nine’s group content strategy director. “There was an obvious synergy and opportunity for seamless integration between Volkswagen and The Block and we’re extremely pleased how it has come together in the show.”
The Block, hosted by Scott Cam, offers an around-the-clock view of what happens when determined couples tackle rundown apartments with equal-sized budgets and just weeks to out-design and out-renovate each other. With more than bragging rights at stake, the winner will walk away with the ultimate prize.