MOREPORK BY SPARK

THE CHALLENGE

Launch Morepork, Spark’s newest ‘smart home’ product, into the marketplace.

The smart home category was in its infancy in New Zealand, so we needed to both educate and inspire consumers on what Morepork could do.

INSIGHT & IDEA

To the average Kiwi home security technology is simply not that interesting, and to complicate things further, existing products are puzzling and hard to install.

Rather than cater for the left side of the brain, we pursed an emotional approach by positioning Morepork as a brand that ‘Looks after the things you love’. Communications would be about home life, not home technology.

We teamed up with New Zealand’s most popular DIY renovation show, The Block NZ, and developed intricate branded storylines throughout a full season to demonstrate Morepork’s value and relevance. Effectively turning information into entertainment.

A second layer of communications utilised well-known personalities as ambassadors. They would install a Morepork in their homes, and reference it as part of everyday life. These conversations were projected out to the public via social, digital and mainstream media as a form of social proof.

RESULTS

41% product awareness within the first 6 weeks

31% positive appeal within the first 2 months