Television

Flooring Xtra

Challenge:

Flooring Xtra sought to substantially elevate national brand awareness and consideration while maintaining a consistent, front-of-mind presence for consumers throughout the competitive home renovation sector. Structurally, the campaign aimed to bridge the gap between inspiration and action by encouraging viewers to engage with the brand directly and book a free in-home measure and quote.

 

Solution:

To capture a highly qualified audience of active renovators, Flooring Xtra leveraged a premium supplier integration sponsorship within Season 21 of The Block. This strategic solution blended real-world product and service integration with a high-impact media package. With premium commercial placements aligned directly with Flooring Xtra’s integrated episodes, Nine created a powerful ecosystem to sustain consumer consideration and maximise brand impact throughout the entire season.

  • Agency or Direct

    Agency

  • Client

    Flooring Xtra

  • Dates of Activity

    July-October 2025

  • Media Formats

    Metro TV & 9Now

  • Budget

    $1,000,000

  • Category

    Flooring

Campaign Creative

Execution:

 

The execution leveraged the massive prime-time reach of The Block to deliver deep, contextual product demonstration and trend leadership. Viewers saw Flooring Xtra’s complete service offering firsthand, following the consumer journey from booking a quote to watching expert trade installation and finished product during the program’s final Room Reveals.

The partnership showcased premium, on-trend materials like Herringbone and texturised carpets, bolstering Flooring Xtra’s design authority and driving interest in premium, design-led products. The on-screen exposure was backed by a front-weighted linear TV media package designed to drive immediate traffic to local franchise showrooms and a shoppable digital ecosystem linking Room Reveals to online mood boards. Beyond standard integration, Flooring Xtra expanded its community footprint by participating in a special Challenge episode that featured their products and trade services in a complete cinema refurbishment.

 On-air integrations

Results

Delivered brand exposure that significantly exceeded expectations, driven by substantial product and service incidentals alongside paid placements.

Capitalised on the massive year-on-year growth of The Block, which had a +2.4% increase in total reach and a +13.6% increase in Total TV Average Audience against Total People.

Over delivered on the campaign’s targeted awareness by an extraordinary 154.1%, securing an audience of 55,626,800 against an initial target of 21,892,900.

Benefited from historic broadcast momentum, with The Block season featuring the highest-rating launch episode since 2022 (+17.7% YoY) and a spectacular Grand Finale that marked a +21.9% YoY growth.

Source: TVMAP VOZ Program Analyser, OzTAM VOZ Data 5.9, National (inc Spill) & Markets (excl Spill), Total People & Multiple Demos, Nine Only, Total TV, Overnight. The Block x Flooring Xtra Campaign Analytics 2025.

Hear what the client had to say

If you’re serious about growing your brand, talk to us.

“Don’t assume scale is only for the big end of town. Nine took the time to understand our business of family-owned stores, and built something that fitted it.”

Scott Enno
Managing Director

Let’s work together.

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Nine Plus is the specialist division within Nine, here to work with small and medium-sized businesses to help your advertising across Nine’s television, digital and print brands.

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