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Spark
Empowering parents in the digital age

Managing children’s access to technology has become a growing concern for Kiwi families. In conversations with over 500 parents, Spark’s research uncovered a clear pattern: 36% of parents struggled to manage tech at home, 18% experienced regular arguments over devices, and 11% felt completely overwhelmed. Despite 60% of 11-year-olds owning a phone, no telco had launched a mobile plan specifically designed for kids. Parents weren’t just calling for better tools – they needed trusted support to navigate digital parenting.

 

In a New Zealand first, Spark used these research insights to design a mobile plan tailored for children. The Spark Kids Plan came with built-in protections: no marketing messages, no surprise extra costs, and parent-controlled data via the parent’s Spark account.

 

But Spark went further – partnering with Parenting Place to co-create the Parent Hub, a free online resource offering expert advice, conversation guides, and real-world tools to help families raise confident digital citizens. Anthem played a central role in identifying, shaping, and activating this partnership across messaging, content development, and launch execution.

 

Anthem also delivered a high-impact media and influencer rollout. A paid segment on Breakfast and a sponsored op-ed on Stuff brought national attention to the launch and drove registrations. Spark and Anthem designed a launch event with a difference – engaging School Shorts to record the podcast live and with an audience for the first time. Hosted by Melissa Chan-Green and recorded live at Spark’s Commercial Bay store, the episode featured Spark’s Leela Ashford and Parenting Place’s Sheridan Eketone,in a rich, authentic discussion on parenting and tech, deepening connection with the campaign’s core audience.

 

Influencer activity included a paid campaign with mother of three Tarryn Donaldson, who created three Reels aligned with campaign pillars and attended the launch event. Her organic stories during the event added further value and reach.

 

The campaign reached 1.5 million people on launch week, with earned coverage spanning 12 publications and broadcasters, while influencer content alone reached an organic audience of 900,000. The Parent Hub continues to position Spark as a trusted voice for families, turning a telco product into a purpose-led platform.

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