Australian radio and TV personality Gus Worland has cemented himself as ‘Hero Dad’ in the latest Father’s Day campaign from experience gifting company RedBalloon.
Gus is the star of the new content-driven campaign, putting his dad body on the line and urging us to ‘take the hint’ this Father’s Day and gift an ‘experience that’ll knock Dad’s socks off’.
View the spots:
The content will feature across YouTube, news.com.au, Catch Up TV, various native networks as well as RedBalloon owned and social channels. The hero video content is already seeing outstanding engagement, with 49.5% of viewers watching the 15 second spots through to completion.
Worland shared his reasons for getting on board with the campaign, which centre around his belief that spending time together and sharing a little fun is the best gift you can give a Dad.
“It’s time to change the way we look at Father’s Day and gifting. The era of socks, jocks and chocs is done and dusted. Let’s gift experiences, do it with your Dad, reconnect with him and create stories to last a lifetime,” Worland said.
According to RedBalloon General Manager Matthew Cavalier, Worland was a natural choice for the campaign.
“Gus is a Dad who is passionate about spending time with his kids, and is always eager to have new experiences. During the shoot he was willing to give everything and anything a go and really have some fun. He didn’t take himself too seriously, which made the whole process incredibly enjoyable and made for great content. Gus is a perfect brand fit for RedBalloon at Father’s Day, and we feel our audience will really resonate with his attitude and outlook on life.”
Shot in a single day on Sydney’s Northern Beaches, the campaign was turned around and into market within a fortnight by the team at Ultimate Edge Communications, and the talented in-house design, CX and marketing tech team at RedBalloon. This included engaging Albert, the AI marketing technology platform RedBalloon has been employing for almost 12 months with astounding results, to serve and optimise the campaign across multiple channels.
RedBalloon is part of the Big Red Group (BRG), and has some hardworking stablemates, one of which is Marketics (Albert AI) – BRG is the exclusive partner to Albert across Australia and New Zealand.
Media strategy and creative production: Ultimate Edge Communications (UEC), RedBalloon in-house creative department
Talent Lead: Lauren Miller, Harry M Miller Group