At the close of 2016, Netflix had broken the threshold of one million subscribers in New Zealand and Lightbox had doubled its numbers since 2015. However, that’s not to say New Zealanders are choosing sides, with Roy Morgan Research showing that they’re happy to dip into different services.
As the smartphone market continues to heat up, Spark and Apple have teamed up to launch a new Trade Up campaign showing that all you need for a good time is an iPhone and a dog.
Over two years since first announcing the project, Spark is finally nearing the completion of The Boroughs, its project to bring five high-tech basketball courts to Aucklanders across the city.
You don’t need to look far across the marketing to find a reference to ‘big data’. And yet, despite its pervasiveness at industry lunch tables, the phrase remains misunderstood. We chat to Qrious’ Simon Conroy the kinds of questions marketers should be asking when it comes to the testy issue of big data.
It’s been over a week since Spark launched Spark Jump, an initiative to provide subsidised broadband to families in need. We chat to Spark’s GM of corporate relations Andrew Pirie about the telco’s wider social strategy, its purpose and using technology to make a difference.
Spark has enlisted an orderly line of robots to promote the new iPhone 7, and it’s become the new best friend of Idealog editor Henry Oliver.
Lightbox chief executive Kym Niblock announced in an email today that she has resigned, but will stay in her current role until the end of the year.
Spark has expressed its concerns over the proposed merger between Vodafone and Sky by making a submission to the Commerce Commission, New Zealand’s competition regulator.
MediaWorks and Spark both sent out media statements this morning confirming key executive appointments, with the former appointing a new chief executive and the latter a new chief financial officer.
For Idealog’s technology issue, we wanted to find a way to use contemporary technological processes to create a cover that embodied the kinds of technologies that would be covered within its pages. Could we code a cover? Automate the design with an algorithm? Get readers to download an app and make it come to life? Could we make it a hologram?
Following its highly debated ‘Big Tony’ TVC, Spark has rolled out round two of its new brand campaign, via Shine and Colenso BBDO, which continues the focus on emotive story telling by creating micro-moments with its offerings.
In the latter part of last year, Spark appointed Shine as its strategic partner and Colenso BBDO as its above-the-line agency as it looked to evolve the brand. Now, after what has been quite a long gestation period, the Kiwi telco has launched its first major brand ad through its new partners.
There are so many ads that just slip right by us, in fact, most of them do. But when a giant campaign is launched featuring NBA star Steven Adams and promising the build of five basketball courts in your city, it’s hard not to notice. And to notice is to anticipate and when there are hold ups, people get annoyed. We talk to Spark’s Clive Ormerod about the latest on The Boroughs’ roll-out and what the telco might do differently when launching the next courts.
Finding commercial partners is a cost-effective way to reach a wider, or desired audience. When a brand pairing works well, it can garner great results and high engagement. But what makes a good partnership? One brand that has paired wisely and has the results to show for it is Spark. Spark’s general manager of marketing Clive Ormerod talks us through some of the thinking behind its brand alignments.
In today’s multi-channel climate, brands need to be very shrewd about how they get through to their audience. Traditional advertising just ain’t cutting as much mustard as it once did, particularly with the young’uns. Spark has recognised this, and following on from its last collaboration with NZME, which focused on what life might be like in 2025, it’s again enlisted the publisher to bring a second piece of content marketing to life, this time targeted at small business owners.
Spark is continuing to utilise its younger, cooler post-rebrand persona by venturing into target market territory. Its most recent effort is its summer Instagram campaign, developed with its PR agency Sherson Willis, which rewards the most creative fans with credit (or as Spark calls it, ‘social currency’) if they capture and share Instagram shots (based on trending images on the platform) with the correct hashtag. And halfway through the campaign, the telco has already given away thousands of dollars of credit, increased sign ups and seen a growth in its Instagram following.
Visions of the future are fertile territory for psychics, science fiction writers and highly paid consultants. And as Spark attempts to move from dumb pipes to digital services, it’s joined in the fun and created Spark Life 2025 to show what life might be like ten years from now. And NZME has helped bring its vision to life online.
It’s no secret Spark is on a mission to transform its business and as part of that it’s transforming its agency model, with Shine confirmed as a key strategic partner and, as widely expected, Clemenger Group rounding out its previous wins after Colenso BBDO was appointed as its above-the-line brand agency.
When we asked Spark back in September if its creative account was up for pitch, a spokesperson said no, but said a group of agencies was working on a brand project and they were asked to come back with ideas on a specific problem. But it’s thought that pitch process was much bigger than a project, and Shine appears to be the first to benefit from it.
Samsung has released its Samsung Galaxy Note5 and teamed up with designer menswear brand Working Style to promote the product in New Zealand, creating an analogy between the streamlined design of the device and the fine workmanship of a tailored suit via a TVC by Augusto.
To own a smartphone is one thing, but as technology becomes more advanced, it also becomes more pervasive, edging itself further into the household. Soon it seems we’ll have a smart everything: smart beds (yes that’s a thing), smart watches, smart thermostats, smart bikes. The list goes on. Yesterday Spark released its Morepork smart home technology, but it’s not using the native owl of which it’s named after to market the product, but rather a family of emojis. We spoke to Spark’s Gemma Croombs to find out more on how the telco is pushing the product and her insights on smart technology. PLUS: a few examples of the latest in home smart tech.