For Aucklanders in the central city, the last thing they expected to see on a weekday morning was a squad of Pink Guards marching through Britomart.
The guards created their intended buzz, with many onlookers knowing exactly who they were – the spooky “staff” featured in the Netflix show Squid Game.
Spark led the stunt, which aimed to spark interest in the show, prior to its return for season 2 on December 26 last year.
Long time coming
Director of Marketing and Data Matt Bain says the return of Squid Game is a cultural moment Aotearoa has been waiting a long time for – three years to be exact.
“We wanted to create something that captured that excitement in a tangible way for New Zealanders. The Pink Guard takeover in Auckland’s CBD was designed to bring the drama and intrigue of the series to life, making the campaign impossible to ignore.”
The physical activation that culminated with a Squid Game-inspired marble game in Takutai square provided the opportunity to connect directly with fans, all while creating a buzz that extended to earned media and social platforms, adds Bain.
Along with the Auckland CBD takeover, Spark also ran a paid media campaign with Stuff, took over the front page of the New Zealand Herald and decked out some of its stores with Squid Game collateral.
Celebrity Treasure Island winner JP Foliaki and gold medal Olympian Stacey Waaka got onboard the campaign, sharing exclusive content to their social media platforms, and Spark used its own social channels to build intrigue.
Coordination and collaboration
“A physical stunt was crucial to differentiate our campaign and make Spark synonymous with premium entertainment, particularly in a crowded holiday marketing period,” says Bain.
However, coordinating a stunt of this scale – especially in peak commuter time – wasn’t easy, he adds.
It required meticulous planning to ensure safety as well to manage the 100 Pink Guard actors and the logistics of getting them through Auckland CBD without causing too many disruptions.
“Ensuring the visual impact of the march while keeping the event engaging and approachable required a balance of precision and creativity,” says Bain.
“We were mindful of ensuring the activation was approachable and engaging, not intimidating.”
And it worked, because the response was overwhelmingly positive, he adds. People were surprised and intrigued to see the Pink Guards moving in unison and enjoyed getting involved with the marble game, hosted by TV personality (and Squid Game super fan) Matt Gibb at Takutai Square.
Prizes were up for grabs, and included LG Stanbyme TVs, speakers and Samsung Galaxy Buds3 Pro. Spark’s major competition, eligible for its customers, closes on January 31. The prize is a trip for two to the Squid Game: Live Experience at Luna Park Sydney, allowing two lucky fans a chance to get as close as possible to the show.
Bain is grateful for his team and for the support of Spark’s agency partners, including Colenso, Anthem and Spur, who made this event happen.
Following its release on Boxing Day, Squid Game series two amassed 68 million views in four days, becoming Netflix’s biggest TV debut ever.
