The Challenge Presented:
Spark was first to market in announcing 5G+, a dedicated mobile data lane set to launch in Aotearoa.

Spark needed to demonstrate the real-world benefit of 5G+ in a way that felt tangible, engaging and culturally relevant, reinforcing why ‘It’s Better with Spark’ and putting the brand ahead of competitors in both innovation and perception.

The Strategy Created:
Bring the potential of 5G+ to life in a live, high-pressure environment where connectivity matters most. Leverage Synthony, a packed, high-energy festival, as a real-world proving ground to showcase the capability of a dedicated mobile data lane in action.

Design an experience that combines live demonstration with earned and social storytelling, inviting media and influencers to experience 5G+ first-hand. Capture and amplify this through content that translates technical innovation into a visually engaging, culturally resonant moment, ensuring the story travels beyond the event.

The Strength Achieved:
Bastion successfully demonstrated 5G+ in action at one of New Zealand’s most crowded live events, translating complex technology into a tangible consumer experience.

The campaign delivered two pieces of positive earned media coverage, including NZ Herald Business and Capsule, reinforcing Spark’s leadership in innovation and building anticipation for what’s to come.

Across social, the experience generated 30 pieces of content from media and influencers, including livestream, reels, carousel and story content, bringing audiences along the festival journey and showcasing the benefits of 5G+ in a real-world setting. Bastion Social also concepted, filmed and edited bespoke content for Spark’s owned channels, extending reach and impact.

Together, the activation drove awareness, engagement and credibility, ultimately putting Spark in a position of strength as a leader in next-generation connectivity.