Spark rolls out campaign with Colenso for new brand direction

New Zealand telco Spark has teamed up with Colenso for a campaign that signifies the former’s new brand direction, “It’s better with Spark”.

The announcement:

Spark, in partnership with Colenso, have launched a new brand campaign which shows how life gets more epic when you’re with a powerful network. The campaign marks a refreshed brand direction as Spark unveils its new positioning: ‘It’s better with Spark.’

While Spark has the accolades to demonstrate the power of their network – they currently hold #1 mobile network coverage in NZ (as awarded by Opensignal in the September 2024 NZ Mobile Network Experience report) – the campaign is all about the feeling that better brings.

Hannah Bay, brand experience chapter area lead at Spark NZ says “Our new campaign is an ode to discovery – more connection, more possibilities, more of what matters to you with Spark. We hope it brings a sense of joy and wonder to New Zealanders.”

The campaign includes a film created in collaboration with director Damien Shatford from The Sweetshop. The unexpected journey starts with phone issues, leading a young woman to borrow her mate’s phone. After discovering her friend is on the Spark network, the story takes a surreal turn as the passenger section of the car splits off and propels her on a journey no one saw coming.

Kimberley Ragan, Colenso group creative director says “We set out to tell a story that draws people in and gets them curious about our network. And what better way than Spark powering someone’s cross-country journey in a quarter of a car? It’s bold, it’s joyful, and it captures the feeling of being with Spark. ”

The campaign launched on September 21 with a two-minute hero spot airing in cinema.

It is supported by 90, 60, 30, and 15-second cutdowns, a suite of social assets, and executions across most media channels.

Credits:

Client: Spark New Zealand

Data and Marketing Director: Matt Bain

Brand Experience Chapter Area Lead: Hannah Bay

Chapter Lead – Brand: Olivia Wright

Brand Partner: Ingrid Bennie

Creative Agency: Colenso BBDO

Media Agency: PHD

Production Company: The Sweetshop

Director: Damien Shatford

DOP: Sam Chiplin

Executive Producer: Jimena Murray

Audio: Craig Matushka at Liquid Studios

Source: Colenso BBDO