What does the cost of living crisis mean for experiential this Christmas?

Despite the COVID pandemic being somewhat something of the past, uncertainty is apparent again this year with the cost of living crisis at the forefront of minds. In a seemingly unpredictable time, consumers are looking to brands to lead the way. It is more important than ever for brands to execute campaigns that will keep spirits high and bring communities together this Christmas.

Consumers will be looking to spend wisely on brands that they feel are worth it, where experiential marketing will play a more important role than ever in consumer purchasing decisions. The impact of experiential marketing is undeniably powerful, generating deeper connections, greater trust and future brand loyalty. Consumer research is crystal clear on the benefits: 90% of consumers feel more ‘brand positive’ after physical interactions, with 85% feeling more likely to purchase after trying, testing, and tasting products and talking with brands face to face.

We are excited to see what brands will bring to the wonderful world of experiential this year, so here are some of our favourite brand activations from the past few years that brought festive cheer and connected with audiences in a time of heightened sensitivity.

In November 2020, the festive season officially began at St. Pancras when the EL&N London Tree of Hope arrived. The 34ft carousel-themed Christmas tree was decorated with 1,200 festive ribbons featuring positive messages of hope from NHS staff and key workers who worked selflessly throughout the year. Everyone who passed through the station was inspired in a time of crisis.

Campaigning to return Boxing Day to its true meaning as a day of charitable giving, Vodafone lit London's South Bank with a giant LED gift box in December last year. Visitors were invited to pledge to donate their old devices via a touch screen inside the box, building on their 'Give the gift of connection' campaign. Those who didn't have a device to donate were encouraged to take a festive selfie outside the activation to share on social media with hashtag #ReBoxingDay. The activation was made extra special with a visit from Capital FM DJ and Vodafone ambassador Roman Kemp, to officially launch the campaign.

Last year, LEGO brought festive cheer to Covent Garden with 'The Carousel of Creativity', celebrating children's imagination. The installation contained five sections, housing LEGO brick characters that challenged the norm- from a princess racing driver to a fire fighting dragon. The display also featured creations from children across the UK, and screens showing creations sent in by fans via the LEGO app.

For many fans, that Christmas feeling only begins once the iconic Coca-Cola Christmas truck has hit the road. In a defiant and stylish comeback after having to cancel its 2020 Christmas tour due to COVID, the Coca-Cola Christmas Truck took to the highways across the UK from mid-November to mid-December 2021. To bring joy to festive evenings, the iconic red truck ablaze with lights toured London, Edinburgh, Newcastle, Leeds, and Manchester. Replete with a snowy winter wonderland setting, cameras were eagerly snapping as free beverages were handed out.

Last year, Häagen-Dazs hosted a boozy ice-cream pop-up in Covent Garden where friends and family could get cosy in the winter snug dubbed 'The Wafflerie'. Celebrating its two new winter flavours and a ‘Don’t hold back’ theme, visitors could choose from rum, salted caramel and biscuit, or Irish whisky and chocolate waffles, with a selection of toppings. The space featured warm lighting, soft furnishings, and festive foliage.

In December 2021, Google created an ultra-festive explosion of colour outside its London headquarters in Kings Cross in the form of a 'Giant Kaleidoscopic Cracker'. Passers-by could enter the giant 5-metre-long halves filled with playful kaleidoscopic mirrors, graphics, and lights. In what was a challenging year for staff and the local King’s Cross community, the cracker was a beacon of joy and entrants were encouraged to spread messages of goodwill and seasonal cheer.

In December 2019, Tiffany & Co. brought an immersive 'Winter Wonderland Experience' to the Covent Garden’s East Piazza. The centrepiece was an ice rink with an arched bridge replicating Central Park to celebrate the brand’s NY heritage. A giant snow globe housing a replica Eu de Parfum bottle, and oversized jewellery boxes in Tiffany’s iconic blue nestled in the snow. To cap it off, Tiffany’s floral fragrance was pumped onto the ice rink as skaters glided by.

Despite several Christmas markets forced to cancel in 2020, Selfridges managed to host their first ever event offering the public much needed festive joy. The Selfridges 'Christmas Market on the Mews' returned for its second year in 2021, with street food traders and traditional fairground rides, including an impressive helter skelter. Visitors could indulge in a range of small independent brands selling everything from winter accessories and gifts, to Christmas trees and toys. The market also featured virtual Christmas events including video calls with Santa and card making with Poppy Chancellor.