New Zealand telecoms company Spark created its own technology-enabled, Bluetooth rugby ball which was designed to translate physical activity into a screen-time allowance for kids in an initiative which aims to encourage and incentivise healthier lifestyles amongst the nation’s children.
The initiative saw the telco team up with agency Colenso BBDO on a project with blends marketing with a project that aims to a healthier balance of screen time and active play.
The prototype rugby call, which is called ‘Play by Spark’, was created in partnership with sports apparel brand Gilbert Rugby, along with Nakatomi, child psychologist Dr Emma Woodward and Colenso BBDO.
It is currently being trialled by a group of New Zealand families and this test programme sees local families put the prototype ball to the test by taking on a series of challenges designed by Dr Woodward.
The resulting ball data captured through the trial will help Spark learn more about physical playtime and to inform the team about the future development of Play by Spark.
The motivation, according to Spark, stems from statistics showing an increasing number of Kiwi kids are struggling to balance technology and physical activity.
The initiative is driven through PR, digital and social channels with video and supporting content pieces running on the brand’s YouTube and Twitter platforms.
We’re making it easier to achieve a healthy balance of screen time and active playtime in your family. By building healthy digital habits now, you’ll be preparing your family for a connected future. Get involved at https://t.co/hUGLIYHZN7 pic.twitter.com/IusgAP06N4
— Spark NZ (@SparkNZ) October 28, 2019
Did you know that a healthy balance of screen time and playtime can help improve brain health, social skills and physical strength? Watch Episode 1 and get up to speed with the Play project at https://t.co/hUGLIYHZN7 pic.twitter.com/NTzs4dbEvH
— Spark NZ (@SparkNZ) November 5, 2019
“Technology is part of everyday life and we want to help children grow up developing positive digital habits,” said Sarah Williams, the brand experience tribe lead at Sparks.
“At Spark, we’re working to equip parents with the right tools – like this smart ball and app – so that technology is part of the solution.”
The initiative was developed for Spark by agency Colenso BBDO, Gilbert Rugby, Nakatomi, Dr Emma Woodward, with production from Sweetshop.
The video was directed by Mark Albiston with animation by Pete Circuit, post production was handled by Creature, sound by Franklin Rd, with photography by Troy Goodall and media was handled by PHD.
Comment:
This is one of an increasing number of projects linking sports and physical activity with screen time in the search for healthier life balance.
Indeed, this isn’t the first high-tech rugby ball led initiative we’ve come across recently.
Another example of this trend was HSBC’s robotic rugby ball which sought to shine the spotlight on local businesses as part of its 2019 Hong Kong Sevens activation (see case study): although this was a B2B campaign rather than a consumer focused, family friendly, kids-relevant marketing initiative.
If you are considering a rugby ball based initiative, you should also check out IRFU’s 2019 RWC ‘Ireland’s Ball’ support building campaign (see case study).
Links:
Spark
https://www.youtube.com/user/sparknewzealand
https://www.facebook.com/spark4nz
https://www.linkedin.com/company/spark-new-zealand/
Colenso BBDO
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