RedBalloon launches new campaign to promote its experience gifts for Christmas via Match Media
Following its recent campaign to launch RedBalloon’s new offering, MarketPlace, Match Media has now created an integrated media campaign to promote RedBalloon’s experience gifts for Christmas.
The campaign will run throughout December and includes the brand’s first strategic foray into TV across channels 7, 9 and 10.
Since launching in 2001 RedBalloon has sold more than two million experiences and according to RedBalloon CEO Kristie Buchanan, this year represents the largest marketing investment ever made by the brand.
Says Buchanan: “We continue to see big growth 12 years into the RedBalloon journey, and this year we’re spending more than ever to drive our Christmas sales period.
“Christmas Eve 2012 was our first $1 million day, with a transaction being made on the site every 3.3 seconds. By investing in TV, supported by an integrated campaign across radio and digital, we believe we can achieve strong Christmas sales again this year. We dabbled with TV advertising in 2010, but with very little investment. This time around we’ve taken a strategic, agency-led approach with Match Media, and we’re confident this will give us cut-through in a cluttered retail environment at the busiest time of the year.”
Says John Preston, founder & CEO of Match Media: “Match were initially engaged to conduct a channel strategy health check for RedBalloon 18 months ago. Since then we have been working in an increasingly strategic and unique partnership which has evolved to encompass fine tuning and managing their SEM strategy, as an extension of their marketing team. This Christmas activity sees Match extend their remit further to encompass planning and buying TV on their behalf.”
The creative for the TVC comes from Sydney production company The Grindhouse, with Match Media managing strategy and buying. The campaign also includes investment across radio (Nova, Austereo and ARN), digital and search, with all visual creative featuring real RedBalloon employees.
Says Buchanan: “Our customers don’t get to interact with us in the way they would a bricks and mortar retail brand, so this creative direction allows us to put real and happy faces behind the RedBalloon brand. We have always featured employees throughout our marketing activities; this is simply an extension of that on a much bigger scale.”
3 Comments
This is an absolutely perfect campaign and a wonderful use of clear cut marketing thinking and cleverly executed techniques.
I am watching this in 2017 and still fluffy how they made it! BTW cool one!
Great Tips, I think every marketer should get to know them and work on a similar manner!