Spark New Zealand: Netflix Dinners

Spark, a telecommunications brand, launched Netflix Dinners in New Zealand to encourage consumers to sign up for its broadband package, which included a free Netflix subscription.

Agency: Colenso BBDO

Objectives

New Zealand's biggest telecommunications company, Spark, had partnered up with the world's biggest streaming service, Netflix. With this new partnership, Spark had an offering that no other telco could match, free Netflix with selected broadband packages.

This dramatically increased the value of Spark's broadband, but we also needed to increase the value of the brand itself to reduce churn and retain valuable customers.

The objective was to leverage Spark's new Netflix offer in a way that attracted the attention of Spark's most valuable customers, leading them to re-subscribe to broadband packages Spark offers.

We knew...

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