Colenso & Spark harness data power

AUCKLAND, Today: Colenso BBDO has devised a smart SNTA – Spark’s new tech assistant, built in partnership with creative agency Colenso BBDO, “to take the guesswork out of holiday shopping”.

Spark’s James Henson said: SNTA is built from thousands and thousands of data points designed to find out what every type of New Zealander wants this year.

“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 SNTA.

“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.”

“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.

Colenso GM Lucy Grigg said. “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 SNTA about the perfect tech gift for someone on your list, or go online.

• View the work: asksnta.co.nz
• www.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