Скачать или смотреть Spark New Zealand - Killabyte (Case Study) | Campaign

Spark New Zealand - Killabyte (Case Study) | Campaign

Background: In New Zealand’s crowded telco market, Spark faced the challenge of proving why consumers should pay more for its services. Leveraging its unrivalled network, Spark targeted gamers—a community often overlooked in New Zealand—to show technological and cultural leadership, while positioning itself as the network of choice for serious gaming.

Creative Idea: Spark launched the country’s largest gaming festival and transformed it into a playable co-op game called Killabyte. Festivalgoers battled Byte, a boss inspired by the original snake mobile game, using interactive wristbands called EXABANDs. Every festival interaction, from scanning booths to playing mini-games, contributed to defeating Byte, creating an immersive experience where the festival itself became the game.

Insights & Strategy: Research revealed that New Zealand gamers felt left behind by the global gaming community, with few events and little recognition. Spark aimed to validate and elevate the local gaming scene by giving players an experience both innovative and culturally relevant, positioning New Zealand as a leader in gaming experiences while building authentic connections with the community.

Execution: The festival integrated gameplay seamlessly into the environment. EXABANDs allowed players to deal damage to Byte and earn points across all festival activities. Byte was an iconic, ever-present antagonist across screens, hallways, and stages, while side quests, collectibles, achievements, and a final boss battle enriched the experience. Every detail, from lore to gameplay mechanics, was designed to rival AAA titles and ensure engagement, making the festival itself an interactive, competitive game.

Results: Killabyte achieved 601,677 individual game interactions and was voted the most popular game at the festival, surpassing Fortnite, NBA2K, and Call of Duty. Attendees spent over 51,000 minutes playing, collected nearly 20,000 physical items, and dealt more than 4.5 million damage points to Byte. Spark saw a 77% increase in gamers’ likelihood to consider its products, claimed the #1 spot as ‘network for gamers,’ and experienced a 349% rise in gaming product orders along with a 212.8% increase in gaming accessory revenue.

Credits:
Agency: Colenso BBDO / Auckland; Satellite / Auckland; SPUR / Auckland
Production Company: BUCK / Sydney
Art Director: Harry Pfiszter
Associate Creative Director: Marc Bouyer
Chief Creative Officer: Simon Vicars
Chief Strategy Officer: Rob Campbell
Copywriter: Max Taptiklis
Creative Director: Robin Rawstone
Editor: Dan Cummings; Derek Lau
Executive Creative Director: Gareth O'Brien
Group Creative Director: Duncan Bone; Hadleigh Sinclair; Kimberley Ragan
Producer: Sophie Knott
Strategist: Augustine Guthrie
Animator / Editor: Arkadi Kravtchouk; Scott Moore
DoP: Aiden Rogers; Mason Bennett
Executive Producer: Erica Ford
Group Strategy Director: Martin Bassot
Intermediate Copywriter: Guy Trengrove
Senior Art Director: Jian-Xin Tay
2D Animation: Danny Stern
3D Animation: Ben Hubbard; Bryce Pemberton; Lawrence Wong; Soy Kim
3D Lead/Technical Supervisor: Corin Sadlier
Account Director - Project Lead: Roxane Merville
Account Director - Project Support: Rachel Rowe
Agency Integrated Producer: Anna Thornton
Application Developer: Assad Ali; Matt Visser; Rachel Worth
Brand Partner: Ally Young
Chief Executive Officer: Angela Watson; Duane Mutu
Chief Technical Officer: Daniel Klinac
Compositing: Bryce Pemberton; Fiona Lu
Concept Art: Justin Burkes; Nick Iluzada
Content Designer: Daisy O'Reaily-Nugent
Corporate Relations Partner: Brooke Hurndell
Design: Colin Bigelow; Grace Murray; Malisa Perona; Nick Iluzada; Pete McDonald
Digital Account Manager: Olivia Small
Digital Performance Chapter Lead: Dan Putland
Digital Producer: Nico Caracciolo
Digital Project Director: Nick Lowe
Director - Project Lead: Natalie Hall
Experience Partner: Elizabeth Lang
Head of 3D/3D Supervisor: Elijah Akouri
Head of Art: Mike Davison
Head of Integrated Production: Charlotte Glennon
Head of Marketing: Matt Bain
Head of Production: Jordan Howes
Head of Production, Experience Designer: Tennille Barnes
Intermediate Digital Designer: Flora Zhou
Intermediate Experience Designer: Hannah Morrison
Lead Digital Producer: Elle Kiddie
Lead Integrated Producer: Jude Summerton
Legal Business Partner: Kendal Luskie; Tamkeen Saeid
Lighting: Bryce Pemberton; Chuong Vu; Dan Rodgers
Look Development: Bryce Pemberton; Dan Rodgers; Tim Krakowiak
Mac Operator: Bri Russell
Managing Partner: Lucy Cole
Marketing Manager: Hunter Haines
Modeling: Bryce Pemberton; Tim Krakowiak
Music - Composition: Stefaan Van Leuven
Music - Executive Producer/Director: Jonathan Mihaljevich
Music - Sound Design: Shane Taipari
Partnership Lead: Alex Stoneman