Auckland - Spark New Zealand (the newly re-branded Telecom NZ) has unveiled its new brand platform “Never Stop Starting”, created by Saatchi & Saatchi New Zealand.
Following the Company’s ‘moment in time’ launch day activities on Friday, the new retail brand, built to share Spark’s point of view on the world, rolled out from Saturday through a multi-channel campaign including social, digital, TV, outdoor, radio, press and more.
Creative Director, Corey Chalmers, said: “Spark itself is a whole new start. Starting is the only way to do anything great, and if there’s anyone great at just starting things, it’s New Zealanders. That nature of getting on with it, with optimism and forward progress, is exactly how we approached the making of the whole campaign with Spark and our agency partners. It’s been an awesome experience for a proud Kiwi like myself to work on.”
Jason Paris, GM Spark Home, Mobile & Business said: “Becoming Spark is much more than a brand change – it is about recognising the fundamental changes that have taken place in our business, to better deliver for customers and New Zealand, and then taking those changes forward. Never Stop Starting is the perfect platform to express what we’re all about – it taps into an amazing truth about New Zealanders and it’s also a great reflection of who we are as a business, and how we will operate in the future.”
The launch TVC depicts an epic journey of transformation and possibility, following one central character as he morphs through different incarnations that dramatise the power of starting.
In addition, a key pillar of the new brand is to ensure it not only delivers amazing value and services, but also seeks the best new technologies and products to help keep New Zealanders moving forward. As such, the launch campaign will tell the story of “Never Stop Starting” alongside communications about Spark’s growing, nationwide free WiFi network; an exciting new product for the SME marketplace; and a new customer rewards program called Thanks – which is part of broader culture of appreciation and will be available to every single Spark customer, every day.
Teasers of the brand campaign have also been popping up around New Zealand over the last week through outdoor, online and on TV.