KUPU

Short List
TitleKUPU
BrandSPARK
Product / ServiceSPARK
CategoryB07. Corporate Purpose & Social Responsibility
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement PHD Auckland, NEW ZEALAND
PR DRUM Auckland, NEW ZEALAND
Production GOOGLE ZOO Sydney, AUSTRALIA
Production 2 RUSH DIGITAL INTERACTIVE Auckland, NEW ZEALAND
Post Production CREATURE POST Auckland, NEW ZEALAND
Post Production 2 FRANKLIN RD Auckland, NEW ZEALAND
Additional Company TE AKA MāORI DICTIONARY Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Ryan Butterfield Colenso BBDO Senior Business Director
Tennille Barnes Colenso BBDO Head of Digital Production
Mike Davison Colenso BBDO Creative Director
Hannah Bay Spark Brand Lead partner
Joel Francis Colenso BBDO Copywriter
Michelle Hong Colenso BBDO Producer
Cameron McColl Colenso BBDO Editor
Dean Pomfrett Colenso BBDO Design Director
Emma Tait Colenso BBDO Digital & Data Strategist
Claudio Varoli-Piazza Colenso BBDO Senior Digital Producer
Sarah Williams Spark Tribe Lead Brand Experience
Dan Wright Colenso BBDO Executive Creative Director
Jack Gravatt Colenso BBDO Creative
Till Dittmers Colenso BBDO Creative
Alex Polgase Colenso BBDO Art Director
Freddie Coltart Colenso BBDO Senior Art Director
Matt Williams Colenso BBDO Senior Copywriter
Steve Pountney Colenso BBDO Digital Services Director
Charlotte Eddowes Colenso BBDO Project Manager
Nick Salter Colenso BBDO Strategy Director
Jacqui Copas Colenso BBDO Group Business Director
Vanessa Nicol Clemenger Group Managing Partner
Lisa Paraku Spark Business Manager - Māori, Spark Digital
Ellie Cross Spark Corporate Relations Partner
Anaru Tuhi Spark Corporate Relations Partner
Georgina Maguire Spark Brand Partner - Social
Matty Burton Google ZOO Chief Creative Officer
Dave Bowman Google ZOO Chief Creative Officer
Iain Nealie Google ZOO Creative Director
Tara Mckenty Google ZOO Creative Director
Samuel Payne Google ZOO Strategist
Mathew Tizard Google ZOO Creative Technologist
Chris Rollings Google ZOO Executive Producer
Professor Tania Ka'ai Te Aka Māori Dictionary Professor of Māori Innovation and Development
Dr. Dean Mahuta Te Aka Māori Dictionary Senior Lecturer
Danushka Abeysuriya Rush Digital Technical Director
Trevor Gamon Rush Digital Project Manager
Olivia Dela Rosa Rush Digital Project Manager
Chris Skilton Rush Digital Account Manager
Logan Maire Rush Digital Technical Lead
Aaron Neugebauer Rush Digital Senior Developer
Adam Kent Rush Digital Developer
Rupert Ta'avao Rush Digital Developer
Harry Jackson Rush Digital Developer
Kit Chen Rush Digital Developer
Sugandha Narang Rush Digital Quality Assurance
Lakshman Anandanayagam Creature Post Post Director
Kim Baldwinson Creature Post Post Production
Hirini Melbourne Freelance Composer
Tiki Taane Tikidub Productions Cultural Ambassador

Summary

The Challenge Spark’s brand purpose is to “help all of New Zealand win big in a digital world.” and we are looking to consistently deliver against this through tangible initiatives and experiences. As a Kiwi-owned company, that means finding widespread, uniquely Kiwi challenges which Spark can help solve through the power of technology. NZ’s indigenous culture — te ao Māori — is well known world-wide (with some thanks to the famous haka performed by the All Blacks). At home, however, whilst many Kiwis are fiercely proud of Māoridom, the language (even with official status) is only spoken fluently by 3% of our population. Understanding more of the Māori language is key to unlocking Māori culture, and New Zealanders’ understanding was lacking. This was an opportunity to bring Spark’s purpose to life, supporting the revitalisation efforts of New Zealand’s indigenous language, known as te reo Māori, by utilising its technology credentials. The Solution Reinvigorating New Zealand’s indigenous language was not a problem to be solved through communications alone. So instead, we set out to custom build a solution. Our vision was to provide Kiwis with a more accessible and easier way to learn te reo Māori. We would achieve this through technology and a smart, simple experience. Our creative solution was to partner with Google and Te Aka Māori Dictionary to develop a mobile app — called Kupu — which transformed the world around you into a te reo Māori learning playground, just by taking a photo. We would launch the app during Te Wiki o te reo Māori (Māori Language Week), which is a significant moment in the annual Kiwi cultural calendar. The app experience was simple, but powerful: by just taking a photo, you could unlock the ability to learn a language. The Results Kupu dominated conversations about Te Wiki o te reo Māori 2018, and has been an ongoing success. The campaign exceeded all key success measures, demonstrating that simple ideas, executed well, deliver great results. Acquisition: By the end of the first 24 hours in-market, Kupu had generated 35,051 app downloads, exceeding our target by 119%. Today, over 367,000 people have downloaded & used Kupu (more than 7% of the total New Zealand population). Interactions: Kupu’s interaction rate was an absurd-seeming 4,372%, meaning that the average user took 15 photos to translate objects and played 29 audio clips (word pronunciations). Amplification: 16% of people self-reported sharing social media posts about Kupu, and 27% talked about it with friends & family, demonstrating the cultural value Kupu delivered. Raising the profile of Te Reo: Not only did people feel that Kupu was for them, 70% acknowledged that it raised the profile of Te Reo Māori. Spark’s Consideration: Not only did Kupu have a positive halo effect on the Spark brand (58%), but almost 40% of people would more likely consider Spark because of Kupu. Kupu remains a key asset in Spark’s mission to help New Zealanders win big in a digital world.

Please tell us how the brand purpose inspired the work

Spark’s brand purpose is to ‘help all New Zealanders win big in a digital world’. This brand purpose enables – and demands – that Spark actively seeks out opportunities to better the lives of New Zealanders, using technology. When cultural opportunities or challenges are identified, Spark are empowered to create a relevant and impactful solution. So with growing challenges to our own indigenous language, that is central to who we are as New Zealanders, we took action. There was an urgency for this intervention: The global connectivity enabled by smartphones is contributing to the decline of indigenous languages everywhere. On average, one language is lost every 14 days. Kupu remains a key asset in Spark achieving their purpose. It puts bite-sized language learning in the palm of every smartphone user in NZ – ensuring free, equal access to education at all levels for universal literacy.

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