Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25.

RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas.

The brand’s creative territory is about celebrating that while also urging customers to consider different options when it comes to the tradition of gift giving.

“We’re not suggesting people forgo turkey on Christmas Day, but rather rethink how they celebrate their nearest and dearest this festive season,” Cavalier said.

“Most of us have probably forgotten what we received last Christmas because ‘things’ are not necessarily memorable.

“The insight for us is that experiences create shared memories that keep on giving long after the experience itself.

“And time shared together, creating lasting memories, is something we can all embrace during the festive season.

“With around 60 per cent of our traffic coming from mobile over this period, the channel and platform selection for the campaign has been designed to meet our diverse customer needs and preferences for mobile devices.”

The campaign hero is Jeff, who has “nailed” his Christmas gifting this year, showering his family with a range of driving, flying and dining experiences from RedBalloon.

The campaign encourages consumers to “be more like Jeff”.

The campaign will run for 43 days and is anticipated to drive more than two million sessions to the RedBalloon website, representing almost 100,000 customers served between now and the end of the year.

Content will feature across YouTube (including vertical ads on phone and tablet), 9Now, Nine.com.au, NewsCorp, as well as a range of third-party digital platform takeovers, various native networks as well as RedBalloon owned and social channels.

Out of home digital media will feature heavily, including billboards, train wraps and VMOs DART 2.0 offering, which delivers an innovative means of measuring the effectiveness of OOH marketing activities.

The campaign will see more than 30 creative suites served and optimised across multiple digital channels via Albert, the AI marketing technology platform RedBalloon has been employing for almost 12 months with astounding results.

RedBalloon will also be part of Click Frenzy, Black Friday and Cyber Monday, with more than 340 deals across the site – some at up to 50 per cent discount.

RedBalloon is part of the Big Red Group (BRG), and has some hard working stablemates, including the newly acquired experiences brand Adrenaline, and Marketics (Albert AI).

Media strategy and creative production – Ultimate Edge Communications (UEC), RedBalloon in-house creative department.