This Christmas Swarovski will be elevating traditional out of home advertising with innovative interactive installations that offer consumers an immersive digital experience.
Moving away from conventional advertising mediums, Swarovski is placing the focus on experiential moments this December by bringing its signature sparkle to the streets of London, Manchester, Glasgow and Birmingham.
Continuing to put consumer experiences at the forefront and following on from the newly launched interactive and immersive Oxford Street store, Swarovski is set to engage and surprise customers this Christmas with a host of new experimental marketing activations.
This weekend Swarovski launched the ‘Sparkling Box’ installation, which consists of four different touchpoints. Each façade incorporates fun interactive aspects offering a unique and innovative digital experience aiming to entertain and engage users. One touchpoint features the Swarovski Christmas advert, while another is a GIF photobooth, which allows consumers to capture their own sparkling moment and share on social media. A third interactive wall features a virtual snow-scape, allowing passers-by to pick up and create a digital snow shower, and the final side of the box takes customers on a journey to discover all the ‘must have’ festive gifts for the season.
The Sparkling Box launched in Covent Garden this weekend, and will head to Manchester next.
Maximising on the high footfall during the busy season, Swarovski will also launched ‘Sparkle Street’ at the popular Eat Street location in London’s Westfield White City. A Christmas tree installation accompanied by dominating digital advertising will encourage passers-by to have their picture taken in front of the festive themed landscape with the images appearing directly opposite on large screens. Consumers will also receive a print out of the sparkling scene with love from Swarovski as a take away Christmas card.
Throughout December, Swarovski will also be dialing up the glamour of classic British black cabs. Aiming to surprise and delight, spreading the brand’s message ‘Brilliance for All’, dedicated taxi drivers will be handing out Swarovski gifts to lucky passengers throughout December, spreading a message of goodwill and driving consideration through the competitive Christmas gifting period.
The experiential activations were developed in partnership with Havas Media’s specialist OOH division Adcity (part of Havas Group Media), working with Projection Artworks.