Shine’s Spark Lab campaign delivers tech heavyweights to your desk

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Sir Ray Avery, Dame Rosanne Meo, Dr Michelle Dickinson (aka Nano Girl) and Eat my Lunch co-founder Lisa King are among 11 famous faces who’ve come together in a new brand campaign – out of Shine Auckland – for Spark’s business customer experience platform, Spark Lab, out of Shine Auckland.

Spark’s head of business customer & 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.

“We wanted to ensure that those who could be really benefitting from Spark Lab are aware it’s so much more than event,” he said. “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.”

SME’s fuel 26% of NZ economy
A quarter of New Zealand’s economy is fuelled by small and medium sized businesses (fewer than 20 employees), 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.

“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.”


  • According to the Ministry of Business, Innovation & Employment, 26% of New Zealand’s GDP is estimated to be produced by enterprises with fewer than 20 employees.
  • A recent report by Digital Journey found that only 37% of Kiwi businesses can operate ‘anywhere’ and ‘anytime’. Digital Journey rate the average digital maturity of New Zealand businesses to be 45%.
  • Research released by the Innovation Partnership shows that everyday Kiwi businesses could add $34 billion to the New Zealand economy if they made effective use of the Internet.
  • The campaign is showing up in paid editorial, digital outdoor, billboards, online banners, social media, radio, print and video.


Agencies: Shine, OMG, Socialites
Creative: Martin Brown (copywriter), Chris Schofield (ECD)
Producer: Michelle Delaney
Photographer: Jono Parker
Film Company: Exposure (director Tim Parsons, producer Jess Milne

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