At this point in the year, in previous years, brands were fine-tuning the finishing touches to Christmas campaigns. The Christmas announcement was more than ready, consumers were ready to receive it (perhaps even a brand had already made a teaser) and the investment was more than closed.The companies were going to spend millions of dollars in their advertising campaigns for Christmas and consumers were going to be on the other side willing to receive all those messages. Some Christmas ads, such as the State Lotteries campaign or that of the big British advertisers, are, in fact, material that is expected and that will circulate on social networks.However, nothing seems clear this year. In fairness, yes, it must be specified that the Christmas campaigns were already facing some problems and that not everything is 100% fault of the coronavirus. Already in 2018 it was alerted that Christmas advertising was losing steam.Consumers were already burned out by the Christmas announcement and their quest for tears (in fact, in recent years they have opted more for humor) and the reaction of consumers was beginning to be less enthusiastic than in previous years. The 2019 campaign was already more difficult than the previous year , since the decline of television and changes in habits made things more complicated for brands.But this year brands must navigate the difficult waters of the coronavirus world. Perhaps your consumers are confined to the holidays, away from family members, and not receptive to certain types of messages.

Undoubtedly, in some Sudan Email List markets, they will be when the brands start to dust off the Christmas advertisement (France, for example, is going to be confined until December 1: the Christmas advertisement starts already towards the end of November).Companies must work very carefully with the substance of their messages and design their campaigns with special sensitivity. In addition, consumers are quite disenchanted: those who are excitedly waiting for this year’s Christmas ads are a minority (only 24% of consumers) and there are already signs that sentimental messages will provoke rejection .

They want ads that generate happinessData from the UK market can help you understand what’s coming. The British advertising market is, after all, the king of Christmas campaigns. Their campaigns are viral on a global level and set the trends that other brands will follow in other countries.Consumers, as a study by Unruly and Tremor Video just showed , are very convinced that the holidays will be spent in confinement, and perhaps that is why it is not surprising the kind of emotions they expect these ads to generate. Basically, they want feel-good campaigns.47% of respondents expect Christmas ads to make them feel happy, 44% to generate warmth and 31% to bring nostalgia.

Only 15% wait for information, so the classic announcements from the early days of the pandemic telling what is being done have no place in the Christmas campaign.33% of those surveyed even expect Christmas ads to make no mention of the disease at all.Ad spend fallsAlthough the most interesting thing about the British Christmas market is not so much what consumers expect as what brands are going to do: the data makes it clear that they will reduce their advertising investment for the holidays. The Christmas extravaganza of every year, which caused the world to see John Lewis’s commercials with excitement, will be subjected to the scissors.

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