AUCKLAND, Today: QMS NZ / MediaWorks, Spark, and PHD Aotearoa have teamed up for a citywide OOH campaign, transforming Auckland into a vibrant purple canvas to tell the Spark brand story.
The It’s better with Spark campaign makes a bold statement about the brand’s scale, innovation, and personality, while showing how OOH media can build mass awareness and spark community connection.
Using QMS NZ’s expansive OOH network, Spark’s strategy integrates the brand into Aucklanders’ everyday lives, achieving mass reach and standout impact across the city.
The multi-format campaign spans QMS’s Auckland Transport network, with double-decker buses on the Northern Express turned into rolling purple billboards, and full station takeovers at Britomart, Newmarket, Manukau, and New Lynn.
“The scale of this campaign is unlike anything we’ve launched in Auckland for some time.” – Hannah Bay, Spark NZ brand experience chapter area lead
Commuters will also spot the campaign across bus backs, roadsides, and kerbsides—creating a physical presence that connects with people everywhere they go. Hannah Bay, Spark NZ brand experience chapter area lead said, “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 said, “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…”
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