Red Balloon explores experience gifting in ‘Enrichmas’ Christmas campaign

Red Balloon has launched its campaign for ‘Enrichmas’, a celebration for those that prefer ‘unique, memorable and enriching experiences’ for Christmas as opposed to material items.

The campaign sees one of Santa’s elves explaining the phenomenon to him, and testing out the experiences against a check list of exhilarating, enriching and Insta-worthy.

The campaign is based on research, executed by Fifty Five 5 found that people are increasingly turning to experiences as gifts.

The series of videos that will see the elves testing a range of experiences, from getaways to dining, wine tasting, and glamping, will highlight the experiences available to purchase through Red Balloon.

Upcoming ads will look at take a look at unwanted, bad gifts, and see Santa finding the perfect gift for Mrs Claus.

The campaign will be executed through video, display, social and search marketing, and OOH, with 63 billboards going up across Sydney, Melbourne and Brisbane.

TV presenter and model, Erin Holland, will kick off the influencer marketing strategy by promoting the message of Enrichmas to her social media audience.

Holland said: “I’m excited to partner with a brand that speaks to my outlook on life – valuing experiences over things. 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 OOH execution for Red Balloon

Red Balloon general manager, Matthew Cavalier, said: “‘Enrichmas’ shows us that giving experiences at Christmas is not that unusual anymore – more people than ever are doing it.

“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.”


Strategy – Matt Gudge (RedBalloon)
Concept and creative direction – Trisha Mee (RedBalloon)
Media buy – Carat
Research – FiftyFive 5


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