QMS NZ, Spark and PHD Aotearoa have joined forces to launch a large-scale out of home (OOH) campaign that has turned Auckland into a sea of purple, bringing Spark’s new brand platform “It’s better with Spark” to life across the city.
The campaign marks one of Spark’s most ambitious OOH activations to date, designed to showcase the brand’s scale, innovation and personality while reinforcing OOH’s ability to build community connection and mass awareness.
Leveraging QMS NZ’s expanded Auckland Transport network, the multi-format campaign spans high-impact placements across the city, including major station takeovers, roadside sites and bus wraps.
A fleet of double-decker buses on the Northern Express route has been transformed into “rolling purple ambassadors”, complemented by complete takeovers at key Auckland Transport hubs such as Britomart, Newmarket, Manukau and New Lynn.
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.”
Kelly Badland, PHD Aotearoa group business director, 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.
“Leveraging QMS NZ’s citywide scale, we’ve created a campaign with undeniable impact and a physical presence that demands attention.”
Gerhard Simanke, QMS NZ / MediaWorks group trading officer, said the collaboration highlights the potential of the company’s new Auckland Transport network: “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.”
The It’s better with Spark campaign is now live across Auckland, with further OOH and integrated media activity expected to roll out over coming weeks.