One of Santa’s elves is now answering Spark’s Santaline as the Interactive Voice Response takes kids on a pick-a-path adventure with the help of Scholastic and Colenso BBDO.
Jelly, the elf taking calls, has lost the ‘naughty and nice list’ for New Zealand and kids who call-in will be asked for help. Their responses will determine the outcome of the call, making each child the hero of the story.
The story has been created in collaboration with New Zealand children’s book author Kyle Mewburn, who is known for Kiss! Kiss! Yuck! Yuck!, Old Hu-Hu, and Duck’s Stuck.
Mewburn says 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.”
Spark’s brand experience tribe lead, Sarah Williams, says this year’s Santaline takes two iconic Kiwi traditions of family storytime and Santaline and brings them together to create a unique family experience this Christmas.
“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.”
In previous years, the Santaline has provided a way for Kiwi kids to let Santa know what’s on their Christmas lists. Now, Colenso executive creative director Dan Wright says through interactive storytelling, “we’re bringing some of the magic back to this time of year with something as simple as a phone call”.
Santaline is 0800 222 222.
Sarah Williams: Brand Experience Tribe Lead
Frith Wilson-Hughes: Brand Lead Partner – Social
Mike Kevan: Brand Partner – Social
Agency: Colenso BBDO
Media agency: PHD
Sound: Franklin Road
Illustration: Pablo Espinosa, International Rescue