Telecom NZ had changed dramatically in twenty-seven years. It had started to be something new. On August 8, that became official when Telecom was put to rest and Spark was born.

Saatchi & Saatchi was given the job of matching New Zealand’s perceptions of the company to the provider of mobile, digital and data-based services it has become.

First, S&S gave the brand a new platform, Never Stop Starting.

With this as its new springboard, Spark created its ‘moment in time’ launch day activities on Friday, August 8. The following morning, the new retail brand began communicating through a multi-channel campaign that includes social, digital, TV, outdoor, radio and press.

At its centre is a launch TVC that dramatizes the power of starting and the possibilities it unfolds. The ad follows one character as he morphs through different incarnations on a journey of transformation.

Creative director, Corey Chalmers, explained, “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 added, “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.”

In order to shed the negative associations that burdened Telecom in its final few years, Spark’s advertising needed to highlight its technologies, products and services that will keep New Zealanders abreast of the new, and to emphasise the value it delivers. High costs had been one of Telecom’s main problems.

Features, like Spark’s growing, nationwide free WiFi network will be prominent in Spark’s advertising. As will a new customer rewards program called Thanks, which is part of broader culture of appreciation that will be available to every Spark customer, every day.

Teasers of the brand campaign have been popping up around New Zealand over the last week through outdoor, online and on TV.

Spark YouTube channel:

Content posted from 12.01am Saturday 9 August

https://www.youtube.com/user/sparknewzealand

Creative Credits:

Agency: Saatchi & Saatchi New Zealand

Executive Creative Director: Antonio Navas

Creative directors/copywriter Corey Chalmers, Slade Gill & Jordan Sky

Creative director/art director: Guy Roberts

Creative group head – Art Director: Brad Collett

Senior brand strategist: Janisa Parag

Senior producer: Claire Kelly

Producer: Joshua Forsman

Production company: Goodoil

Director: Michael Spiccia

Executive producer: Juliet Bishop

Producer: Ben Scandrett-Smith

Cinematographer: Jeremy Rouse

Production designer: Guy Treadgold

Editors: Jack Hutchings and Michael Lutman @ The Butchery

VFX supervisor: Colin Renshaw @ ALT VFX

VFX head of production: Kate Stenhouse

Music composition: Elliot Wheeler @ Turning Studio

Sound design and mix: Shane Taipari @ Franklin Rd

Photography: Fraser Clements

Animation: Jono Hamer @ Assembly