Jelly Babies

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AUCKLAND, Today: Spark, with Colenso BBDO and PHD, has teamed up with educational resource provider Scholastic to create a new Santaline adventure to take Kiwi kids on an interactive Santaline adventure with somebody called Jelly the Elf.”

Families who call Santaline to leave a message for Saint Nick will be greeted with a request from Jelly, who has misplaced the ‘Naughty and Nice’ list for New Zealand and needs the caller’s help to find it.

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

“Xmas was the big adventure of the year – it was also a rather anxious time because I worried I’d end up on Santa’s naughty list.”

“Growing up, Christmas was always the biggest adventure of the year,” said Mewburn. “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.”.

The adventure spans four weeks with a new chapter added on Sunday 8 December; Sunday 16 December 16 – and the final instalment live on Sunday 22 December 22.

The IVR story is a new digital extension of Santaline, which has been around for more than 20 years, powered by Spark.


Client: Spark
Brand Experience Tribe Lead: Sarah Williams
Brand Lead Partner – Social: Frith Wilson-Hughes
Brand Partner – Social: Mike Kevan
Agency: Colenso BBDO
Media agency: PHD
Sound: Franklin Road
Illustration: Pablo Espinosa, International Rescue

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