The business customer experience platform, Spark Lab, began as a monthly events programme but became a permanent fixture at Spark due to its popularity. It's now a multi-platform thought leadership programme that runs events, online content, mentoring and videos. Head of business, customer and marketing Richard Sandford says the campaign is designed to build awareness of that evolution.
The 30-second video, via Exposure, shows the business talent in a room talking helping a business owner with ideas. However, when the owner is interrupted with a coffee, it's revealed her mentors are assisting her via the internet rather than actually there in person.
“We wanted to ensure that those who could be really benefitting from Spark Lab are aware it’s so much more than events. Spark Lab is also a wealth of online content and tools from really well-regarded business and technology leaders, many of whom feature in the campaign,” Sandford says.
Dr Michelle Dickson (Nano Girl) is one of those who makes an appearance, and through Spark Lab she offers inspiration and mentoring alongside New Zealander of the year Sir Ray Avery and Xero managing director Anna Curzon.
“Anyone can jump online and, through an assessment tool, find out where they’re at on their digital journey and what tech could be right for their business. They can watch videos or connect with other business people online to hear what’s working for them. And, of course, they can see what events are coming up and book in to meet face-to-face with some of the best Kiwi businesses thinkers and technologists,” Sandford says
A quarter of New Zealand’s economy is fueled by small and medium-sized businesses. But according to Spark Lab, technology adoption is low among this group. Sandford says supporting SMEs (customers and non-customers alike) with resources and role models is a priority for Spark.
“For us, this is foremost about helping digitise New Zealand businesses – both big and small. We know that businesses who adopt technology do better, and when New Zealand businesses succeed, it’s good for everyone.”
Recently, Spark communication manager for small and medium enterprises Sally Gordon touched on this point when speaking to Idealog. She said the lessons on offer are broad enough to be relevant to any business industry or size, and it wants to educate and inspire businesses as well as show them how to survive in the digital world.
“There’s a big part of the business community who is not up to speed in the digital space – not using social media and who don’t have a website - that’s a community we want to reach – we want to engage with people not quite up to speed yet.”
Shine Ltd, Omnicom Media Group, Socialites
Creative: Martin Brown (Copywriter), Chris Schofield (Executive Creative Director)
Producer: Michelle Delaney
Photographer: Jono Parker
Film Company: Exposure - Tim Parsons (Director), Jess Milne (Producer)
This story first appeared at StopPress.
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