Customer Experience at the Heart of Holiday Campaigns

By in Experience Design + Management, Insights, Thought Pieces

This holiday season, brands are looking to better connect with their consumers by creating experiences that stretch beyond traditional advertisements and into full-scale campaigns. Take a look at how two brands are giving consumers a Christmas to remember:

Xfinity ‘Hooking Up Grandma’s House’

Comcast’s Xfinity brand and 72andSunny created a humorous spot called “Hooking Up Grandma’s House,” an ad that took aim at effectively changing the belief that older generations aren’t up on the latest trends in technology. Using real accounts, multiple sets of grandparents are shown reading tweets by their own grandkids who were reluctant to spend the holidays in “the gates of hell” – aka their grandparents homes where there is no access to WiFi or other technological essentials. Xfinity looked to change this, and provided one set of grandparents with a “holiday hookup”, inclusive of Wi-Fi, top of the line voice activated remote controls, show streaming, movie/music on demand services, and more. The campaign effectively expressed a sense of coming together and finding common areas of interest amongst family members, which is the true gift of the holiday season!

M&S Christmas with love from Mrs. Claus

Marks & Spencer’s latest holiday spot showcases the lengths that consumers will go to make Christmas truly special for the ones that they love. Created by RKCR/Y&R and Mindshare and told through the eyes of a 6-year-old boy named Jake, viewers are introduced to a pair of siblings who playfully bicker with one another throughout the course of the past year. Looking to do something memorable for his big sister, Jake writes to Mrs. Claus, who like her husband has her own unique and discrete way of delivering joy during the holiday season.  Trading in a sleigh and reindeer for a snow mobile and helicopter, Mrs. Claus delivers a special gift on behalf of Jake just in time for Christmas, much to the delight of his big sister.

In addition to the TV spot, M&S will push out a heavy digital/social campaign, while also utilizing Mrs. Claus’ “army” in retail locations to reward consumers with “random acts of kindness” leading up to Christmas, with donations being made to a variety of charities for every act.

As you can see – brands are truly transcending traditional ad campaigns and giving consumers a full experience with multiple engagement points. As the holiday season ramps up, Infrared will continue to showcase brands that are doing things well. Stay tuned!


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