Spark + Scholastic come together to create an audio pick-a-path adventure via Colenso BBDO

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From today, 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 in Spark’s latest campaign via Colenso BBDO.


Without this list, Kiwi Christmas is in jeopardy… This is where New Zealand kids come in.

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. The Interactive Voice Response (IVR) story has been created in collaboration with iconic New Zealand children’s book author, Kyle Mewburn (‘Kiss! Kiss! Yuck! Yuck!’, ‘Old Hu-Hu’, ‘Duck’s Stuck’).

Says Mewburn: “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.”

Says Dan Wright, ECD, Colenso BBDO: “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.”

Spark + Scholastic come together to create an audio pick-a-path adventure via Colenso BBDO

Spark brand experience tribe lead, Sarah Williams, says this year’s Santaline takes two iconic Kiwi traditions of family story time and Santaline and brings them together to create a unique family experience this Christmas.

Says Williams: “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.”

To follow Jelly’s adventures and leave a message for Santa Claus this Christmas, call Santaline on 0800 222 222.

Client: Spark 
Brand Experience Tribe Lead: Sarah Williams
Brand Lead Partner – Social: Frith Wilson-Hughes
Brand Partner – Social: Mike Kevan

Creative Agency: Colenso BBDO
Media Agency: PHD
Sound: Franklin Road
Illustration: Pablo Espinosa, International Rescue

Spark + Scholastic come together to create an audio pick-a-path adventure via Colenso BBDO