AUCKLAND, Today: On the eve of Halloween, NEON transformed parts of New Zealand into something straight out of IT, bringing the fictional town of Derry to life with a red balloon takeover.
Hundreds of eerie, biodegradable red balloons appeared overnight across Auckland, Wellington, and Christchurch, marking the launch of HBO’s IT: Welcome to Derry — now streaming on HBO Max on NEON and airing on Sky’s HBO channel.
Each balloon silently hinted that “Derry is here,” sparking curiosity, speculation, and a flood of social posts from passersby.
Auckland activation:
- Morning (7–8:30 am): Brand ambassadors haunted Britomart’s transport hub, catching commuters during peak hours.
- Midday (12–1:30 pm): The team drifted from the Sky Tower to Aotea Square, surprising university crowds.
- Evening (5–6:30 pm): The takeover returned downtown, unsettling after-work diners at Princes Wharf and Britomart.
Wellington activation:
- Morning: Balloons floated near Wellington Railway Station and Lambton Quay.
- Midday: Ambassadors roamed Civic Square and Cuba Street, interacting with balloons and handing out postcards.
- Evening: The waterfront and Courtenay Place set the stage for the final haunting wave.
Christchurch activation:
- Morning: Balloons lined routes around Cathedral Square and the Bus Interchange.
- Midday: The team engaged shoppers in Cashel Mall and Riverside Market.
- Evening: The Terrace and Victoria Street hosted the eerie finale.
The stunt, executed by OMD Content, followed HBO’s global playbook with a mix of unbranded placements, chalk stencils, and soft-branded OOH pairings, ending with reveal-branded postcards. Fans were urged to share sightings using #ITWelcomeToDerry.
“The red balloon has always been one of horror’s most iconic signals,” said Stacy Taylor-Flahive, Marketing Manager at NEON. “This activation balanced the eerie, cinematic tone of IT with a uniquely local twist that felt both authentic and disruptive.
“Designed as a high-impact, shareable experience, we wanted the takeover to immediately connect viewers to the IT universe, sparking curiosity to encourage audiences to seek out this chilling new chapter on HBO Max on NEON.”
To ensure sustainability, all balloons were biodegradable and tethered, with cleanup crews removing them within 24 hours. The chalk stencils were made to fade naturally.
IT: Welcome to Derry is streaming now on HBO Max on NEON, with new episodes Mondays at 8:30 pm and episode two dropping this Friday — just in time for Halloween.
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