Freedom

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The Campaign

Freedom furniture is a long running sponsor of Channel 9's The Block. But there are many other sponsors, all of which have deep pockets for advertising support.

We were asked to ‘sweat the asset’ and truly integrate freedom into the show, so that when viewers watched The Block, they remembered the brand.

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The insight

Tapping into the second screen

We knew that over 60% of Australians use their mobile phones – largely on social media – while watching TV. We saw this ‘second screening’ behaviour as an opportunity to get the freedom brand under the noses of home styling enthusiasts while they sat watching The Block.

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The idea

Real-time reveal

We gave people the opportunity to win freedom furniture items as they featured on The Block – in REAL time.

As the freedom item was seen on screen, we revealed the same item on Facebook. Viewers then raced to comment with the correct details on the item, to win it for themselves.

Driving reach + engagement

The campaign was hugely successful, reaching over 2,356,724 Australians and driving genuine audience engagement.

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Average comments per post

21,687

Social engagements