Campaign Spotlight

Campaign Spotlight: Spark harnesses the power of data to take the guesswork out of Christmas gifting via agency Colenso BBDO

AUCKLAND, NEW ZEALAND — Data and Christmas cheer don’t typically go hand in hand unless you’re S.N.T.A. — Spark’s New Tech Assistant, built in partnership with creative agency Colenso BBDO.

S.N.T.A. is smart technology that takes the guesswork out of holiday shopping. SNTA is built from thousands and thousands of data points designed to find out what every type of New Zealander wants this year.

 

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“In the past, our focus has been on Spark’s great range of gifts. But we don’t shop for products at Christmas. We shop for the people we love, which isn’t always easy. Knowing that is what inspired S.N.T.A.” says James Henson, Spark Chapter Lead.

The experience can be accessed online and in Spark stores around the country, allowing shoppers to discover what their freckled, late-night gaming nephew in Dunedin wants to see under the tree. The data collected by Spark and Colenso is purposefully granular, segmenting giftees by much more than age and relationship, but unique interests and attributes, which add unexpected charm to what could have been cold facts and figures.

“Spark is New Zealand’s leading technology provider – which now extends to Christmas. It’s a pleasure to work with them to sprinkle a bit of holiday magic on their tech and build a product that is both charming and truly helpful to Kiwi shoppers,” says Lucy Grigg, General Manager at Colenso BBDO.

Importantly, the campaign is driving a significant increase in foot traffic to Spark stores, a welcomed response after months of locked doors.

Head into your nearest Spark store to ask S.N.T.A. about the perfect tech gift for someone on your list, or go online at asksnta.co.nz.

 

CREDITS:

Client – Spark 

Client – James Henson, Chapter Lead 

Client – Frith Wilson Hughes – Brand Lead Partner 

Agency – Colenso BBDO

Creative Services Agency – Proximity New Zealand Sound Design- Franklin Road, 

Web Experience Design – Watermark Creative Customer Insights Agency – Perceptive

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