Spark introduces tech savvy Santa via Colenso BBDO

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.

“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 largest telecommunications and digital services company – 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.


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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