Spark hits the right note in ‘Bring the Ding’ brand activation via Bastion Shine
Spark, in partnership with strategic and creative agency Bastion Shine, has wrapped an ambitious and unconventional brand activation that put one lucky Kiwi on centre stage at Spark Arena – with a single, show-stopping ding.
To activate its renewed naming rights partnership with Spark Arena through to 2030, reaffirming its mission to get New Zealanders closer to the music, Spark launched the Bring the Ding campaign – a search for New Zealand’s most confident triangle player to join the debut of Duco Events’ Mānuka Phuel Full Metal Orchestra.
The campaign came to life in front of a sold-out show, when competition winner Tasvindar Kaur delivered a perfect ding with unmatched flair during a performance of Aerials by System of a Down.
The brand experience was conceived and delivered by Bastion Shine in close collaboration with Spark and SPUR, bringing together an integrated experiential, content, earned media and sponsorship strategy.
Chief Creative Officer at Bastion Shine, Oliver Green, says Bring the Ding encapsulates everything the creative team at Bastion Shine team loves about their job: “We took an idea and turned it into something bold, fun, and unforgettable – giving New Zealanders the opportunity to take centre stage at one of Auckland’s biggest entertainment events of the year. Spark trusted us to deliver a campaign that didn’t just generate energy and excitement, but connected with the audience and engaged the campaign.”
At the heart of the campaign was a high-tech triangle audition booth installed in Takutai Square, Britomart, on 17 and 18 July. Open to all, the booth offered a fully interactive experience that evaluated each participant’s timing, flair, and stage presence, giving everyday Kiwis a chance to get closer to the music through starring in the Full Metal Orchestra’s one-night-only show.
The winner, Tasvindar Kaur, earned VIP treatment on show night, including hospitality in the Spark S Lounge and a video of her triangle journey broadcast to the entire arena just before her cue – placing her, not just closer, but literally within the music.
The campaign formed part of Spark’s broader strategic approach to experiential sponsorship, where audience participation and digital storytelling extend well beyond traditional media spend.
“Our renewed partnership with Spark Arena is about creating shared moments and memories,” says Matt Bain, Marketing Director at Spark. “Bring the Ding delivered on that promise – combining culture, humour and an unforgettable fan experience.”
The Full Metal Orchestra event – from the producers of SYNTHONY and Come Together – marked a genre-blending first for Spark Arena, with back-to-back performances featuring a 29-piece classical orchestra paired with rock and metal legends.
The activation was backed by a multi-channel campaign including social content, earned media, influencer engagement, and onsite amplification. A push of earned media pitching saw the likes of TVNZ’s Breakfast covering the activation broadcasting a live cross from the booth, with Lucy Bendell putting her triangle skills to the test on national television.
In the lead up to the activation, bespoke media kits designed to perfectly fit a triangle were sent to media and influencers to prompt sharing of the news across social and media channels in the lead up to the activation.
On the ground, competition entrants were encouraged to share their performance via social media, with a phone holder perfectly positioned in the booth for them to capture their perfect ‘ding’.
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