Spark Lab delivers tech heavyweights to your desk in newly launched campaign via Shine

Sir Ray Avery, Dame Rosanne Meo, Dr Michelle Dickinson (aka Nano Girl) and Eat my Lunch co-founder Lisa King are among eleven famous faces who’ve come together in a new brand campaign for Spark’s business customer experience platform, Spark Lab via agency partner Shine.

Spark’s head of business customer and marketing, Richard Sandford, says that Spark Lab, which started as an innovation space in Auckland’s Seafarers building, has evolved into a multi-platform thought leadership programme. The campaign aims to build awareness of this evolution.

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Says Sandford: “We wanted to ensure that those who could be really benefitting from Spark Lab are aware it’s so much more than events. Spark Lab is also a wealth of online content and tools from really well regarded business and technology leaders, many of whom feature in the campaign.

“Anyone can jump online and, through an assessment tool, find out where they’re at on their digital journey and what tech could be right for their business. They can watch videos or connect with other business people online to hear what’s working for them. And, of course, they can see what events are coming up and book in to meet face-to-face with some of the best Kiwi businesses thinkers and technologists.

“The campaign sums that up – showing how accessible all this is.”

A quarter of New Zealand’s economy is fuelled by small and medium sized businesses, yet technology adoption is low amongst this group. Sandford says supporting SMEs (customers and non-customers alike) with resources and role models is a priority for Spark.

Says Sandford: “For us, this is foremost about helping digitise New Zealand businesses – both big and small. We know that businesses who adopt technology do better, and when New Zealand businesses succeed, it’s good for everyone.”

The campaign is showing up in paid editorial, digital ad shells, billboards, online banners, social media, radio, print and video.

Agency: Shine Ltd, Omnicom Media Group, Socialites

Producer: Jess Milne