Colenso BBDO has created new brand work for Spark, aimed at Chinese New Zealanders, featuring Spark staff from its Auckland-based OneWorld call centre, along with store staff.
“The main message of the campaign is that a familiar voice makes you feel like home,” said Spark strategist Knight Hou.
This is supported by a secondary message pointing out that for over 10 years, Spark’s Chinese-speaking team have been helping the local community with their mobile & broadband needs.
“We did some research and found that, for this segment, language and familiarity are key drivers when it comes to deciding which businesses to engage with,” Hou said.
“Two out of five Auckland residents are born overseas and 30% of people spoke more than one language.”
“The campaign is Spark’s latest effort in an ongoing plan to better reach this community. We’ve had a dedicated Chinese service programme (OneWorld) for more than 10 years, which has been foundational, but we know we need to do much more than that.
“In April we were the first NZ telco to launch a verified WeChat account, and in more recent months we launched a Chinese website.”
In the latest census, Auckland was ranked one of the most culturally diverse cities in the world. Two out of five Auckland residents were born overseas and nearly 30% of people spoke more than one language.
“These changing demographics present unique opportunities and challenges for NZ businesses, Spark included,” Hou said.
Where it’ll show up
The campaign will be delivered across press (The Chinese Herald), local Mandarin and Cantonese radio stations, Spark Chinese language site (www.spark.co.nz/cn), a variety of Chinese language sites (Chinese Herald, Skykiwi, Sohu, China Press), Chinese supermarkets in Auckland, Auckland International Airport, and WeChat.
CREDITS
Photographer: Vicki Leopold, Reload & Smoke
Translation Agency: Straker Translations
Creative Agency: Colenso BBDO
Art Director: Alex Polglase
Copywriter: Joel Francis
Media: PHD
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