# Interactive Embrace Billboards giffgaff's Huggable Poster Conveys the Feeling of Being Valued By Laura McQuarrie | Published 2026-03-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/huggable-poster References: [creative.salon](https://creative.salon/articles/work/giff-gaff-huggable-poster-pablo) & [giffgaff](https://www.giffgaff.com/)  April 1st marks Price Hike Day in the UK, a date when various price increases for household bills come into effect, and mobile provider [giffgaff](https://www.trendhunter.com/trends/holidata-lounge), which protects its members from mid-contract price hikes, launched a Huggable Poster to share that same sense of comfort with passersby. The large, hot pink and unmissable activation takes the form of a custom billboard with memory foam and fuzzy arms that welcome people in public into a warm embrace. "While many other mobile providers are inflicting price rises on their customers, at giffgaff we’re taking a different path. We’re dishing out data boosts of up to 200%, delivering more value to our members with no added expense. And what does that feel like? Like a big hug," said Nerissa Abrahams, Head of Advertising at giffgaff. On 1st April, people can look out for the Huggable Poster at Kings Cross St. Pancras. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 60% | Activity: 53% | Freshness: 71% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### What's Driving This Trend - **Tactile Out-of-home Advertising:** Physical, touchable ad installations that engage multiple senses are redefining public advertising formats and enabling brands to create memorable, shareable moments outside digital channels. - **Emotional Value Messaging:** Brand communications that foreground feelings of security and appreciation over transactional benefits are shifting consumer expectations about what services should deliver beyond price and features. - **Experiential Trust Signals:** Interactive activations that embody promises—such as comfort, reliability or protection—are emerging as tangible demonstrations of brand commitments that can reduce perceived risk. ### Who This Affects Most - **Out-of-home Advertising:** Advertisers and production firms stand to be disrupted by immersive, sensor-enabled and tactile billboards that demand new fabrication techniques and cross-disciplinary creative teams. - **Telecommunications:** Mobile carriers could be transformed by positioning service guarantees as experiential benefits, prompting novel product packaging and customer retention models centered on perceived value. - **Retail and Public Spaces:** Shopping centers and transit hubs may evolve to host branded experiential installations that drive foot traffic and change how physical spaces are monetized and curated. ## Related on Trend Hunter - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Live-Printed Billboards](https://www.trendhunter.com/trends/smart-tank.md) - [Interactive Advertising Installations](https://www.trendhunter.com/trends/feel-the-billboard.md) - [Pick-Your-Own Bouquet Billboards](https://www.trendhunter.com/trends/tesco-mothers-day-tulips.md) - [Interactive Retailer Screen Installations](https://www.trendhunter.com/trends/digital-media-system.md) - [Brand Name Visualizers](https://www.trendhunter.com/trends/does-this-make-my-brand-look-fat.md) - [Beach-Inspired Café Interiors](https://www.trendhunter.com/trends/eventide-caf.md) - [Race Day Expansion Features](https://www.trendhunter.com/trends/race-day-expansion.md) - [Question-Driven Brand Revisions](https://www.trendhunter.com/trends/logo-into-question.md)