Santa Line

Spark, PHD New Zealand

Telecommunication company, Spark, has been providing Kiwi kids with a direct line to Santa through an answerphone service called Santa Line for 24 years. But in this day and age of personalised apps and the like, calls were trending down and the service was in need of a re-boot.

Enter Santa Line 2.0.  To inject the human touch into our calls, we convinced Spark to recruit a new wave of Elves, those who consider themselves lonely at Christmas and find talking to children energising and fulfilling the sense of feeling needed again, the elderly. With over 70 Christmasses under their hat, they were perfect to play the role of Elf and talk to kids about what they wanted most at Christmas.

We recruited our Elves through handwritten noted placed in care homes and relaunched Santa Line via social video, radio ads and through imaginative Facebook profiles showcasing our Elves.  Once the phones started ringing we amplified the campaign further using content and stories via social and PR.

In the spirit of Christmas, we even made one kids dream a live reality on national TV, partnering with TVNZ1’s Breakfast show to deliver their wish – to meet an All Black.

The phones ran off the hook with 135,000 connections made, up 27% compared to 2016, reversing the trend of double digit declines of the last three years.