Play by Spark

The 'Play by Spark' campaign presents Spark as a brand committed to helping New Zealand families navigate the challenges of raising children in an increasingly technology-driven environment. By introducing a Bluetooth-enabled smart rugby ball, developed in collaboration with experts and local partners, the campaign offers a tangible solution aimed at achieving a healthier balance between screen time and active play. This innovation positions Spark not just as a telecommunications provider but as a facilitator of positive family interactions and physical activity, addressing parental concerns about excessive digital engagement. The campaign’s market strategy is rooted in a deep understanding of contemporary family dynamics, particularly the tension between children’s screen dependence and the need for physical activity. By leveraging partnerships with credible organizations—such as Gilbert Rugby and child psychologist Dr Emma Woodward—the campaign enhances its authenticity and relevance among parents seeking trustworthy tools to support their children’s wellbeing. Targeting New Zealand families specifically, the experiential approach using a prototype smart toy integrates technology within play rather than competing against it. This creative angle reframes technology as an enabler of healthier habits, rather than the cause of imbalance, thereby resonating with caregivers who are cautious of digital overuse but open to innovative solutions. The use of a culturally significant sport, rugby, further grounds the campaign within the local context, making the proposition more relatable and meaningful. Overall, the campaign combines insight-driven targeting with a product innovation that bridges technology and traditional play, aiming to foster a sustainable lifestyle change in family routines.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign directly addresses a widespread concern: Kiwi children’s overexposure to screen time and the challenge for families to create a balance with active play. The narrative framing explicitly sets up this modern parenting dilemma as the central problem. Spark’s innovative solution—a Bluetooth-enabled smart rugby ball developed with experts—emerges as the answer. The campaign’s structure and messaging (“Balance screen time with playtime”) reveal a classic problem-solution arc, making FORMAT#2 the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats