Match Media has created an integrated media campaign for online experience retailer RedBalloon to launch their new offering, MarketPlace. The new campaign will run until mid December and will involve investment across cinema, magazines, NIMs, display, online video and search.
Since launching in 2001 RedBalloon has sold more than two million experiences and the Australian ecommerce success story has no plans to slow down. As the popularity of online shopping, experience gifts and subscription commerce continue to grow, RedBalloon recognised the need to innovate and take advantage of this emerging trend. MarketPlace was born.
The new product range will provide customers with access to new and gourmet brands and products that are not readily available elsewhere, across two major categories: Gourmet Food/Wine and Lifestyle (health, beauty, apparel and accessories). Products are available as a one-off gift, or as a three, six or 12 month subscription.
Match Media’s campaign is aimed at driving rapid awareness of the launch and to differentiate the new product offering from RedBalloon’s existing gift box presence.
The initial push will encourage customers to trial the range in the midst of the busy Christmas retail spending period - with a view to lead the market in this emerging space. A large part of the media strategy centres around educating consumers about the difference between MarketPlace and existing RedBalloon products, hence the choice of visual mediums, with video (cinema and digital) taking the lead.
Red Balloon CEO Kristie Buchanan said, “Key to the ongoing growth and success of RedBalloon is never standing still or resting on our laurels. Subscription commerce has risen as a major retail trend, gaining particular strength and traction across the US and UK markets. But Australia remains fragmented and dominated by many small players, so we saw this as a great opportunity to become a leader in the local market.
“This new offering is all about creating and fostering an ongoing relationship with our customers – surprising and delighting them with a new product each month. We have reset our BHAG (Big Hairy Audacious Goal) and are now aiming to deliver five million ‘good times’ by 2020. That’s five million customers rating us a nine or 10 out of 10 – we don’t just want customers, we want happy customers and raving fans.”
Communications Planner at Match Media Kristy Emmanouil added, “We were initially engaged by RedBalloon to fine tune their SEM strategy. To now be given the opportunity to launch an exciting new product innovation is testament to our great working relationship and the results we’ve been able to deliver during previous campaigns.
“We’re excited to help bring RedBalloon’s Happiness Revolution to life by delivering a little surprise and delight into the homes of their customers each month.”
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