Another brand sponsoring the parade is Bollywood station HummFM, which this year will be ticking off its third year in the parade. It takes part with a float supported by Bollywood dancers walking alongside it.
Roshila Prasad, HummFM director, says it’s a young and peppy station with a target audience of 18 to 45 that matches the vibrant parade event that brings together all ages.
On top of that, it’s a great lead up to HummFM’s 55 Hour Radiothon supporting Christmas for Kids, that sees listeners come to the station to donate brand new toys which is all donated to New Zealand Salvation Army.
As well as the parade being a great way for HummFM to lead into its own festivities, with Christmas being a time of joy and excitement for many, it’s a great way for the brand to be associated with that vibe.
“I feel our brand is a good fit as Christmas is a time to rejoice and spread happiness.
“The energy, sound, colour, vibrancy and atmosphere cannot be promoted via a print ad.”
She adds that with the station’s mission being to help migrant listeners integrate into the Kiwi lifestyle, via music, information and events, it promotes the parade to the Indian Diaspora so that they can come and enjoy the parade.
Considering the benefit for a brand to be associated with a joyous celebration, Mark Pickering, director and creative strategist at Brand Spanking and chair of PREScom (PR, Experiential and Social Media Committee), explains attendees of events are in a more excited state, meaning brand activations will touch them in a more engaging and effective way.
These memories live significantly longer than a 30-second TVC he says.
“The benefit of choosing an event that meets your target market requirements is that you target your audience directly, whether it be families and household shoppers for the Santa Parade or millennials at a music festival, you are able to bring audience and event insights to bear to create a more memorable engagement with the consumer and drive longer-term behavioural outcomes.”
And with Christmas being a time for families to share experiences and create memories, it makes the Farmers Santa Parade one of the key family events on the calendar.
It also satisfies people’s love of experiences as Pickering explains we live in an ‘experience economy’ in which people are spending less on consumer items and more on status-making experiences to share with friends on social media.
“People want to show that they are doing cool things and are driven to get out and experience the world.”
And with over 200,000 people were reached by the parade’s Facebook event, it’s no surprise HummFM’s Prasad encourages other brands to get involved.
“I feel the Farmers Santa Parade is an iconic parade and one would have had to be living under a rock to not know about it, I would definitely recommend it.”
To find out more about how your business can be involved with the Farmers Santa Parade in its 85th year, or how to volunteer on the day, contact:
Farmers Santa Parade
Mobile: 0274 599 634
Or visit: www.santaparade.co.nz/join-the-parade/