The London Pop-Ups Expected to Pop Off this Christmas

To Pop-Up or Shut Down?  

Enter System1’s Test Your Innovation platform. While it’s already a go-to tool for testing new products, packaging designs, logos, and concepts, it doesn’t stop there. It can also help brands put their pop-up or activation ideas to the test, leveraging consumer emotions to predict their potential success. 

To take it a step further, we’ve even explored what a System1 festive pop-up might look like with the help of AI: Christmas ads playing on a loop, live podcast episodes with our CCO Jon Evans (host of Uncensored CMO), pitchers of pink beer, and a live presentation of Compound Creativity from Andrew Tindall. Sounds intriguing, right? But would it pop off or flop? That’s where testing comes in – because knowing beats guessing every time. 

So, as you plan your next brand activation, why not test it first? By using consumer insights, you can create experiences that truly connect with your audience and spread some festive cheer. After all, a well-loved activation is always a reason to celebrate! And that’s exactly what we’ve done. 

We took the latest activations set to light up the capital this Christmas and put them to the test. By diving into how consumers feel about them, understanding what they love, and identifying areas for improvement, we’ve assessed whether these festive moments truly pop or sadly flop. 

Here’s how we evaluated the contenders: 

• Emotional Pull: Using our FaceTrace® tool, we measured the emotional resonance of each activation, capturing how effectively it connects with consumers on a personal and emotional level. After all, feelings drive festive cheer! 

• Share Trading: We asked consumers whether they’d metaphorically “buy” or “sell” the idea, giving us clear insights into their enthusiasm for the activation and its alignment with their preferences and behaviours. 

• Decision Speed: By tracking how quickly and instinctively consumers engaged with each concept, we uncovered how natural and immediate their reactions were. Faster responses indicated genuine enthusiasm, while slower ones revealed hesitations. 

Ready to add to your holiday “to-do” list? We’ve narrowed down the most popular, consumer-loved activations of 2024 to guide your festive adventures. Stay tuned for the highlights – and make the season unforgettable! 

These Boots are Made for Walking Straight to this Pop-Up! 

This festive season, Boots have partnered with Battersea Power Station to bring the gifting spirit to life at the ice rink with their beauty workshop pop-up. Last year, it was Jo Malone who took centre stage outside London’s trendy shopping hub, but this year, Boots have truly “pulled up their Boots” and risen to the occasion. The best part? Our testing showcases that consumers absolutely love it! 

One element that particularly stood out was the free giveaways, which caught consumers’ eyes and sparked plenty of positive chatter. Many also highlighted the seamless connection between the brand’s TV ad campaign and the pop-up experience, with one customer sharing, “This is a shop I would visit after seeing all those ads.” Now, if that’s not the perfect demonstration of how integrated marketing works across all touchpoints, then what is? 

When looking at the strengths of the activation, several themes emerged from consumer feedback: 

• High quality: Shoppers recognised the premium feel of the experience. 
• A good deal for Christmas: The activation resonated with gift-givers seeking festive value. 
• Free giveaways: Everyone loves a complimentary treat, and it clearly left a positive impression. 
• Good customer service: Even in a pop-up setting, service was a standout factor. 

Constructive feedback also surfaced, providing helpful insights for refining future activations. Shoppers suggested: 

• Including mix-and-match product options for more customisation. 
• Expanding to male-focused ranges to be more inclusive. 
• Offering a wider product variety to cater to diverse needs. 

Boots have clearly hit the mark with this festive activation, but these suggestions can help take it to the next level in the future. By listening to consumers, brands can continue crafting experiences that resonate deeply and make the holiday season even more magical. For now, it’s safe to say Boots’ beauty pop-up at Battersea is a shining star of the season! 

A Festive Feast with Magical Beasts!!  

Coming in second place this festive season is Sainsbury’s, with an activation that brings their Christmas TV campaign to life in an unforgettable way. In collaboration with The Roald Dahl Company, Sainsbury’s has created a festive feast pop-up inspired by their Christmas TVC, which featured the beloved BFG sourcing delicious food from all over the country for his holiday spread. The result? A mouthwatering showcase of Sainsbury’s Taste the Difference Christmas range – right in the heart of London. 

The two-dimensional pop-up is designed with a charming, childlike feel, visualised as though it were lifted straight from a child’s colouring book. This nostalgic approach clearly resonates with consumers, who were eager to dive into the festive fun. The activation has been praised for being “unique” and unexpected from a brand like Sainsbury’s, making it an eye-catching sight for passersby in the city. 

Key strengths highlighted by consumers include: 

• Social element: People enjoyed the idea of coming together to share food, creating a communal festive vibe.
• The BFG collaboration: A beloved character from Roald Dahl’s world, which added a sense of magic and charm to the experience. 
• Quality products: The Taste the Difference range was a standout, drawing attention to the high quality of the offerings. 

Coke Trucks are Here and Consumers are All Cheer!  

Claiming first place with an impressive 4.8-Stars is the return of the legendary Coke Trucks activation by Coca-Cola. Since starting their tour in 1995, the Coke Trucks have brought festive cheer to towns and cities worldwide, with their arrival eagerly anticipated each year. This year’s London tour kicked off in Ely’s Yard, offering plenty of games, exclusive prizes, tasty treats, and of course, frosty chilled Coke Zero – the perfect winter refreshment! 

Consumer reactions were overwhelmingly positive, with many mentioning the nostalgia they felt, as well as the campaign’s “established reputation.” The instantly recognisable branding and fond childhood memories associated with the trucks were a big draw. In fact, 57% of consumers expressed happiness with the activation, and 17% felt surprised. This happiness-to-surprise ratio, or the familiarity-to-newness balance, aligns perfectly with John Kearon’s 80:20 ratio of fluent innovation, as outlined in his book System1: Unlocking Profitable Growth. Kearon argues that the most successful ideas are more familiar than they are new, and this holds true for Coca-Cola’s activation. 

Moreover, Andrew Tindall’s work with the IPA on Compound Creativity supports this idea, showing that consistency across channels, over time, and with consistent assets creates more positive emotion and stronger long-term brand-building potential. Coca-Cola’s Coke Trucks activation perfectly embodies this principle, reminding us that when it comes to creating an activation, consistency and longevity matter. The key takeaway for brands? Create an activation with legs that can grow and return year after year for maximum impact. 

As expected, there was little pushback on this iconic activation, apart from a few fans requesting that the trucks “travel to more locations” and “tour for the whole year” – some serious cola fanatics out there! However, the general advantages were clear: 

• Iconic and trusted: The Coke Trucks have built an unwavering reputation over decades. 
• Fun activities: Engaging experiences for all ages made the activation enjoyable for everyone. 
• Refreshingly simple: People just love cracking open a cool can of Coke – who can blame them? 

Among all the activations, Coca-Cola’s Coke Trucks soared to the top for being recognisable, easy to understand, and trustworthy. These implicit characteristics were clearly reflected in consumer feedback, making this festive pop-up a standout success. A truly timeless activation that continues to deliver joy and brand affinity year after year!