The Christmas campaign urges customers to choose experiences over things.
RedBalloon is urging customers to enjoy Enrichmas this year, with video, out-of-home, and influencer marketing to drive the brand’s busy Christmas sales period.
Video will be a key focus of the campaign, launching with a 30-second hero spot, alongside Santa’s Elf, testing experiences.
From December 2, the brand will launch 15-second versions highlighting the unique experiences available through RedBalloon, as well as throwing in a few pokes at the classic unwanted traditional gifts in their ‘Bad Gifts’ iteration.
A video will drop from December 16, supporting Santa to find the perfect last-minute gift for Mrs Claus.
TV presenter and model Erin Holland will be amplifying the core message of Enrichmas to her audience.
“I’m excited to partner with a brand that speaks to my outlook on life - valuing experiences over things," Holland says.
I love the idea of an enriching Christmas gift. RedBalloon's range of gifts makes it easy for me to find meaningful and memorable shared gifts for my friends and family. Christmas is about spending time together after all."
The campaign highlights the extensive range of experiences available through RedBalloon across multiple categories - from getaways to dining, pampering and activities on and under the water.
Creative will run across display, social and search, with a stand-out feature being 63 billboards across Sydney, Melbourne and Brisbane bringing the idea of ‘Enrichmas’ to life on a large scale.
RedBalloon general manager Matthew Cavalier says Enrichmas is a follow-on from the RedBalloon 2018 campaign aimed at breaking tradition at Christmas.
“Enrichmas shows us that giving experiences at Christmas is not that unusual anymore - more people than ever are doing it,” Cavalier says.
“In fact, Christmas is the perfect time to gift an experience because it encourages people to spend more quality time together and enjoy all that Australia has to offer.”
The Enrichmas campaign is part of a RedBalloon brand refresh which saw the 19-year-old household name diving into why people are increasingly choosing experiences, informed by a range of qualitative focus groups and supported with search insights and buying behaviour.
Strategy - Matt Gudge (RedBalloon)
Concept and creative direction - Trisha Mee (RedBalloon)
Media buy - Carat
Research - FiftyFive 5