Through the power of social and traditional media, Ultimate Edge Communications increased the reach of RedBalloon’s “Break with Tradition” campaign, helping it become the most effective Christmas ad of the year for 2018.
The festive season is a tricky sea to navigate, a saturated marketplace with brands shouting at every turn to try to get attention. So, we knew we had to play our cards right to promote the RedBalloon Christmas campaign and get our target audience’s attention.
For the all-important awareness stage, we wanted to get across the message that RedBalloon really understands the challenges of gift-giving. We also wanted to use this opportunity to inspire gift-givers with RedBalloon’s 5,000+ gift experiences on offer.
To do this, we leveraged traditional media by launching a “12 days of Christmas” promotion with Kyle and Jackie O on KIIS FM, where listeners could ring in to win daily prizes. This was a great way to showcase 12 of the 5,000 RedBalloon experience gifts available.
We also featured the RedBalloon Christmas TVC on YouTube and Nine Now Digital and RedBalloon’s own social media pages. This way, we hit the audience via multiple touchpoints across different media to further reinforce and amplify the message.
Our Creative Director Elliott Layland said, “We chose to leverage video platforms to capture gift-givers’ attention using the power of sight and sound to tell a compelling brand story.”
The advertising campaign also featured out-of-home placements on billboards and outdoor media, to keep RedBalloon top of mind at Christmas time.
Next, we moved on to the consideration stage in the customer journey. We strategically placed written advertorials on nine.com.au, Mamamia, News Corp, and Yahoo! – all amplified by the brand’s social pages. These served to engage the all-important female consumer segment with content that was helpful with their Christmas shopping.
Offline, we drove consideration further with media in office towers, on radio, and roadside billboards with call to action messaging and specific offers to create a sense of urgency.
All these came together to drive consumers to the RedBalloon website, giving them the chance to explore the full RedBalloon product range for Christmas.
Cubery, a tech-driven research and insights agency, was impressed with the campaign and its surrounding strategy, and named the RedBalloon campaign the most-effective Christmas campaign of 2018.
This ad was created by the talented creative team at Ultimate Edge Communications.
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