Spark’s annual Santaline has opened. This year, Colenso BBDO has added an extra thrill. Families who call Spark Santaline to leave a message for Santa will instead be greeted with a request from Jelly, one of Santa’s elves who has misplaced the Naughty and Nice list for New Zealand. Without this list, Kiwi Christmas is in jeopardy.
This is where New Zealand kids come in.
Dan Wright, executive creative director, Colenso BBDO, noted, “Historically, Santaline has provided a way for Kiwi kids to let Santa know what’s on their Christmas lists. This year we’ve transformed Santa’s voicemail into an episodic bedtime story, where each child is the hero of their own adventure. Through interactive storytelling, we’re bringing some of the magic back to this time of year with something as simple as a phone call.”
Through a four week interactive pick-a-path adventure, Santaline callers will work with Jelly to find the missing list and save Christmas. Every decision personalises the outcome of the call, making every child the hero of their story. Colenso created the Interactive Voice Response (IVR) story in collaboration with iconic New Zealand children’s book author, Kyle Mewburn (Kiss! Kiss! Yuck! Yuck!, Old Hu-Hu, Duck’s Stuck).
“Growing up, Christmas was always the biggest adventure of the year. It was also a rather anxious time because I wasn’t always good, so I worried I’d end up on Santa’s naughty list. It was such a treat helping Spark make Santaline an even bigger adventure this year by giving Kiwi kids a chance to save Christmas,” Mewburn stated.
Spark brand experience tribe lead, Sarah Williams, added, “This time of year is about family and by taking Santaline into an interactive space this year, we’re hoping to bring a new kind of festive tradition to families. Encouraging parents and kids to experience a new chapter, together, every week in the lead up to Christmas. We hope that Jelly the Elf’s Santaline adventures helps to enrich family time and bring the magic of Christmas to life for Kiwi kids.”
Agency: Colenso BBDO
Media agency: PHD
Sound: Franklin Road
Illustration: Pablo Espinosa, International Rescue
Sarah Williams: Brand Experience Tribe Lead
Frith Wilson-Hughes: Brand Lead Partner – Social
Mike Kevan: Brand Partner – Social