In autumn/winter 2019 a partnership between New Zealand telecoms company Spark and rugby equipment brand Gilbert launched in October 2019 blended marketing and a research project aiming to generate a healthier balance of screen time and active play based around a Bluetooth-enabled rugby ball.
Territory: New Zealand
Agency: Colenso BBDO
To bring to life Spark’s umbrella brand’s mission to help kids build a healthier relationship with technology, the telco partnered with the rugby specialist sports equipment manufacturer on a joint project to encourage and incentivise healthier lifestyles amongst New Zealand’s children.
The motivation, according to Spark, originally stemmed from a set of 2018/19 national statistics showing an increasing number of Kiwi kids are struggling to balance technology and physical activity.
Activation
The solution was an initiative called ‘Play’: a project based around a bespoke ball which helps bring balance to kids’ lifestyles in an increasingly device-filled reality by trading outdoor play for screen time.
Spark and Gilbert, working with Nakatomi, child psychologist Dr Emma Woodward and Colenso BBDO, created a technology-enabled, Bluetooth rugby ball 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 connected ball tracks how much it is used each day and accordingly unlocks time allowed on devices: the more time kids play with the ball, the more they get to play with screen-based technology.
Initially Spark is being trialled by a test group of New Zealand families who are taking on a series of ball-based challenges designed by Dr Woodward.
The resulting data, captured by the ball throughout the trial, will help Spark learn more about physical playtime and to inform the team about the future development of ‘Play by Spark’.
The initiative was promoted through an integrated campaign developed with agency Colenso BBDO spanning PR, national advertising and online.
Play launched with a nationwide programme backed by an integrated campaign led by a hero video.
The spearhead spot was supported by OOH work and social content including a web series.
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.
https://vimeo.com/397101856/467aa0725a
Outcome
While changing long-term behaviour doesn’t happen overnight, after just six weeks 35% of kids were already self-regulating screen time.
Other key results from the test phase include:
> 76% of families saw a positive change in their child’s behaviour
> 44% of kids were sleeping better
> Spark brand love is now 25% above the telco sector average
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