Kupu:
Take a photo, learn a language.

To coincide with Te Wiki o te Reo Māori, Spark and Te Aka Māori Dictionary launched Kupu, an interactive mobile app powered by Google that helps people learn Te Reo Māori translations by exploring the objects around them.

In 2019, we created a campaign that aimed to not only celebrate the Māori language, but also equip our audience with ways they can get Te Reo Māori into their everyday vocabulary.

As a part of this, we launched an OOH campaign that appeared up and down the country, with each piece of creative being created to be contextual to the media placement.

On social we also created a digital tool that let audience find out the trans-literation of their own name, and then share it with their friends.

Originally launched this time last year by Spark in conjunction with Te Aka Māori Dictionary and Google, the app has had over 177,000 downloads, over 2.7million translated images and circa 6000 daily users since the start of Māori Language Week 2019.