Spark: Kupu

Spark, a telecommunications brand, encouraged more Kiwis to learn the native language of Māori across New Zealand by using contextually-targeted translations to reach its audience.

Campaign details

Brand: SparkIdea: Colenso BBDOCountry: New Zealand

Objectives

Brand & Business Objectives

  1. Help to raise the profile of Te Reo Māori
  2. Increase in brand consideration of Spark: Kupu was never designed to provide a financial return

Additional Communications Objectives:

  1. Acquisition
    1. 16,000 app downloads (stretch target of 26,000)
    2. 500% in-app interaction rate (each user interacting with the app at least 5 times, taking a photo or playing an audio clip).
  2. Amplification
    1. 2,500 social shares from the app.

Summary of the work

The global connectivity enabled by smartphones is contributing to the decline of...

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