Red Balloon turns around new TV campaign in a week as marketers get increasingly nimble

Former tourism Australia managing director Nick Baker has shown the nimble approach he is going to take to marketing at Red Balloon after the brand turned around its latest campaign featuring five TV ads in just seven days.

The campaign went live last week and agency Absolute Content received the brief for five TVCs on the Monday after Red Balloon’s digital agency Deepend came up with the creative idea.

Red Balloon – Car Racing from Absolute Content on Vimeo.

Baker took over the leadership of the online gift aggregator and experience marketer earlier this year after his successful stint at the helm of marketing at Tourism Australia, where he set new benchmarks for global tourism marketing with campaigns such as Best Job in the World.

The shoot happened in the same week and the final ads were delivered to Red Balloon the following Monday.

Baker told Mumbrella the company could not make a move on the campaign until it was clear that its new website, developed by Deepend and using Adobe tools, was fully operational.

“We needed to make sure the website was working and then Deepend came up with this simple idea that the best presents can’t be wrapped,” said Baker

Nick Baker

Nick Baker

“When you think of an idea you need a quick response, we needed to turn this around quickly.”

While Baker admitted it was “not the world’s most sophisticated idea”, it suited the brand perfectly and getting the campaign out quickly to capitalise on the Christmas season was crucial.

Agency founder Alistair Fysh, told Mumbrella the need to bring content in quickly was a growing demand of many businesses wanting to be nimble with their content.

He said with many companies running a “just in time” policy with logistics, there were also looking for their marketing to be able to match what their offers were.

While the Red Balloon work was created in just seven days, turning over work quickly was also increasingly important because of the ability to book media in a very short timeframe.

“Everything can be booked so late,” said Fysh.

“Most of our stuff is quick turnaround and a lot of stuff is done in the same months. You can maintain production values and still be nimble.”

Red Balloon – Day Spa from Absolute Content on Vimeo.

Red Balloon – Jet Pack from Absolute Content on Vimeo.

Simon Canning


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.