New Zealand – Spark has launched a new brand campaign in partnership with creative agency Colenso, introducing the company’s refreshed positioning, “It’s better with Spark.”
The campaign aims to highlight the experiences enabled by Spark’s mobile network, which was ranked first in New Zealand for mobile network coverage in Opensignal’s September 2024 NZ Mobile Network Experience report.
The campaign centres on a short film created with director Damien Shatford of The Sweetshop. The story begins with a young woman borrowing a friend’s phone after encountering signal problems. When she discovers her friend uses the Spark network, the car’s passenger section detaches and takes her on an unexpected, surreal journey.
“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,” said Hannah Bay, brand experience chapter area lead at Spark NZ.
Meanwhile, Kimberley Ragan, creative director at Colenso Group, added, “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 debuted on September 21 with a two-minute hero spot in cinemas and is supported by shorter edits for television and online platforms, as well as social media content and placements across multiple media channels.
