Spark partnered with Emirates Team New Zealand (ETNZ) in their successful defence of the 36th Americas Cup. A through-the-line brand campaign was produced to demonstrate how Spark’s 5G technology was authentically helping the team and the boat to go faster. A carefully curated experiential ‘race zone’ was at the center of this campaign. The 45 minute long brand experience (with groups of 50 at a time) was designed to bring to life the power and potential of the Spark 5G network, in the context of ETNZ and the America’s Cup.
Spur was responsible for project delivery, experience design, creative consultation, and ultimately the ongoing operational management and staffing of the experience. Working closely with the team at Shine, Spur designed and implemented the base build, transforming a bland open space to one of wonder and intrigue. We then partnered with the talented teams at Buildmedia, Satellite and Perceptual Engineering, helping to bring 7 unique 5G enabled digital experiences to life; from digital race simulators to a 270 degree onboard sailing experience. Collectively, the result was a world-class brand experience that was consistently booked out across the 8 months it was open.
MEDIA COVERAGE
One News Midday One News 6 o’clock
RESULTS
- Over 1 million TV viewers on launch day
- NPS score: 80
- Average overall experience score: 9/10
- Over 11 million social impressions
- Over 21,000 visitors
AWARDS
Best Design Awards 2021 – Gold - Installation & Exhibition, Interactive, Exhibition & Temporary Structures, Spatial Design Communication, Environmental Graphics, Lighting Design
Best Design Awards 2021 – Silver – User Experience / Innovating, Colour Award Spatial
Best Design Awards 2021 – Bronze – User Experience / Empowering, Colour Award Graphics
