Marketing Challenge
In 2020, the pandemic altered the live event and activation landscape dramatically. Physical distancing made intimate, in person, meaningful interactions near impossible. Time honoured and beloved traditions like a visit to Santa for a picture and a magical moment were out of the question this past December. What can Hudson’s Bay do to keep Santa connected to all the boys and girls on the nice list?
Solution
In 2020, the pandemic altered the live event and activation landscape dramatically. Physical distancing made intimate, in person, meaningful interactions near impossible. Time honoured and beloved traditions like a visit to Santa for a picture and a magical moment were out of the question this past December. What can Hudson’s Bay do to keep Santa connected to all the boys and girls on the nice list?
Results
Over the 12 activation days between December 4th and December 23rd, 2020, Santa was able to see over 700 kids from nearly 500 families. Furthermore, several schools and daycares registered for visits with Santa spreading cheer to the classroom. While unquantifiable, the amount of cheer and joy brought from this program was exactly what was needed during the end of one of the strangest years to date.
VIBRANT’s focus was to ensure the spread of Christmas joy, while stopping the spread of COVID-19. The Virtual Santa program was a way to engage children to keep spirts high in a time when visits with Santa were uncertain. From the looks on the kids’ faces, the excitement Santa brings to children transcends the pandemic, despite not being able to sit on his knee this year.
To bring the North Pole to life, VIBRANT created multiple assets to replicate Santa’s workshop, including the client’s branding. Hudson’s Bay appeared on the windows of Santa’s bright red workshop, and the brand colours were featured in his office where he would take his calls from children across Canada.
Photos with Santa are lifetime keepsakes for families and VIBRANT wanted to ensure that this tradition was not lost. With each interaction, Santa would take a photo with the participants which was sent to them digitally following the experience. With this, they also received an online voucher to the Hudson’s Bay. Creating a safe and authentic Santa experience was at the forefront of the program, which was achieved with a lot of hard work and a little bit of Christmas magic.
Photos with Santa are lifetime keepsakes for families and VIBRANT wanted to ensure that this tradition was not lost. With each interaction, Santa would take a photo with the participants which was sent to them digitally following the experience. With this, they also received an online voucher to the Hudson’s Bay. Creating a safe and authentic Santa experience was at the forefront of the program, which was achieved with a lot of hard work and a little bit of Christmas magic.