Spark’s 2024 Christmas campaign was designed to encourage New Zealanders to give gifts that inspire creativity and unlock talents, with a special focus on the youth of Aotearoa. At the heart of the campaign was Spark’s inaugural Christmas Art Competition, which invited rangatahi to design Aotearoa’s national Christmas card.
The lead-up to Christmas is one of the busiest periods for media, advertising, and students preparing for exams. To achieve cut-through, we needed a fresh approach that delivered genuine value to students across Aotearoa.
Anthem was engaged to develop and execute a comprehensive campaign to drive awareness, engagement and entries for the competition. To achieve maximum impact, we executed a three-phased media relations strategy. The first phase focused on launching the competition, driving awareness, and encouraging entries from students across the country. The second phase centred on announcing category winners and finalists for the People’s Choice Award, building momentum and media interest. The final phase highlighted the announcement of the People’s Choice Award winner, profiling the finalists and winners to secure further media coverage and celebrate their achievements.
A core pillar of the campaign was engagement with schools to ensure maximum reach to potential entrants. Teachers and schools played a pivotal role in encouraging participation, with competition details emailed to nearly 500 schools nationwide. To further drive entries, we arrange for a post in the Education Gazette and personal follow-ups were conducted with more than 30 schools, speaking directly with art teachers to assist and encourage participation.
To amplify awareness and engagement, Spark collaborated with three Purposeful Disruptors (PDs)/influencers to inspire participation and reach a diverse range of youth. Blue-Monty Hamel, an emerging creative with over a decade of experience blending traditional and digital art, served as the lead judge and developed social content to promote the competition. He also offered mentorship sessions to the winners, providing valuable insights into digital art and reinforcing Spark’s commitment to fostering creativity. Blue-Monty was supported by Josie Selkirk and Sunny, who engaged their school-aged audiences through tailored content and messaging.
The competition was a resounding success, with nearly 130 entries submitted from young artists across the country. Participants showcased exceptional creativity, with submissions spanning various mediums and interpretations of the campaign’s theme. The prize package included a mentorship session with Blue-Monty, giving winners the unique opportunity to gain personalised advice and guidance from an industry leader.
Media relations efforts also delivered outstanding results. The campaign achieved 12 pieces of earned media coverage, reaching an audience of over 2 million. By combining strategic school engagement, influencer collaboration, and a phased media approach, Anthem ensured Spark’s inaugural Christmas Art Competition made a lasting impact.
