Spark and Bastion Shine hit the right note with Bring the Ding activation

To celebrate its renewed naming rights deal with Spark Arena – which lasts until 2030 – Spark launched the Bring the Ding campaign, with the mission of bringing Kiwis closer to music.

The campaign, created in partnership with Bastion Shine, kicked off a search for New Zealand’s most confident triangle player to join the debut of Duco Events’ Mānuka Phuel Full Metal Orchestra. 

Make an idea unforgettable

On Saturday July 26, Bring the Ding competition winner Tasvindar Kaur delivered a perfect ding during a performance of Aerials by System of a Down, in front of a sold-out audience.

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.

Bastion Shine’s chief creative officer Oliver Green says Bring the Ding encapsulates everything the creative team at Bastion Shine 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,” says Green.

From public square to centre stage

At the heart of the campaign was a high-tech triangle audition booth installed in Takutai Square, Britomart, on July 17 and 18.

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 audition broadcast to the entire arena just before her cue.

Reinforcing brand through experience

“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.”

TVNZ’s Breakfast covered the activation, broadcasting a live cross from the booth, with reporter 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 the news across social and media channels. 

On the ground, competition entrants were encouraged to share their performance via social media, with a phone holder positioned in the booth for them to capture their ding.

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