QMS NZ / MediaWorks, Spark and PHD Aotearoa have joined forces to launch an unprecedented, citywide out of home (OOH) campaign across Auckland, turning the city into a vibrant, purple canvas to tell the Spark brand story.
The new “It’s better with Spark” campaign is a bold statement on the scale, innovation and personality of the brand – and underscores why OOH media is the ultimate platform for building mass awareness and forging community connections.
Spark’s strategy leverages the inherent strengths of QMS NZ’s OOH platform to achieve mass, eye-catching reach and integrate the brand into the daily lives of Aucklanders.
Adopting a multi-format OOH strategy, Spark, PHD Aotearoa and QMS NZ are using bold, high impact formats across its expanded Auckland Transport network to build the brand story with a physical presence that connects with the community across the city.
A fleet of double-decker buses on the Northern Express have become rolling purple ambassadors, complemented by multiple station takeovers at major Auckland Transport hubs – from bustling Britomart and Newmarket to Manukau and New Lynn – as well as bus backs, roadsides and kerbsides to connect and engage with commuters everywhere.
"The scale of this campaign is unlike anything we’ve launched in Auckland for some time."
“We’re proud to align with an OOH partner that shares our passion for innovative brand-building, bringing Spark’s new ‘It’s better with Spark’ campaign to life in bold, engaging ways that connect with audiences at every touchpoint.”
PHD Aotearoa Group Business Director, Kelly Badland, added: “This extensive OOH takeover was meticulously planned to align seamlessly with Spark’s new brand platform. By applying movement patterns alongside demographic insights, we crafted a strategy that provides a powerful canvas for mass connection.
“By leveraging QMS NZ’s citywide scale, we have created a campaign with undeniable impact and a physical presence that demands attention across every key touchpoint in Auckland.”
QMS NZ / MediaWorks Group Trading Officer, Gerhard Simanke, said: “Partnering with Spark and PHD Aotearoa to deliver this campaign perfectly demonstrates the capability, scale and impact our brand-new Auckland Transport network can deliver.
“This campaign showcases our ability to create intelligent and out of the ordinary outdoor executions that connect with Aucklanders from end to end.”