Red balloons descend on Aotearoa in new activation via OMD Create to mark launch of HBO Original series ‘IT: Welcome to Derry’ on NEON

On the eve of Halloween, parts of New Zealand took on an eerie atmosphere when NEON brought the fictional town of Derry to life with a red balloon takeover executed by OMD Create, marking the launch of HBO Original series IT: Welcome to Derry, now streaming on HBO Max on NEON and airing on Sky’s HBO channel.

Overnight, hundreds of ominous (and 100% biodegradable) red balloons appeared across high-traffic urban areas in Auckland, Wellington, and Christchurch, turning everyday streets into unsettling scenes straight out of Derry.

Each balloon silently signalled that “Derry is here,” sparking intrigue and flooding social media feeds with speculation.

Auckland activation:
Morning (7:00–8:30am): Brand ambassadors haunted Britomart’s train and bus depot, engaging commuters during peak foot traffic.
Midday (12:00–1:30pm): The team then appeared at the base of the Sky Tower before drifting toward Aotea Square, surprising university crowds along the way.
Evening (5:00–6:30pm): The takeover moved to the city’s downtown Ferry Terminal and Princes Wharf, creating unsettling encounters for after-work diners and bar-goers before returning to Britomart.

Wellington activation:
Morning: Balloons appeared around Wellington Railway Station and Lambton Quay, creating eerie moments for commuters.
Midday: Brand ambassadors roamed Civic Square and Cuba Street, interacting with balloons and handing out postcards.
Evening: The waterfront and Courtenay Place became the stage for the final haunting wave, targeting after-work crowds.

Christchurch activation:
Morning: Balloons lined key routes near Christchurch Bus Interchange and Cathedral Square.
Midday: Brand ambassadors engaged with shoppers along Cashel Mall and Riverside Market.
Evening: The takeover concluded around The Terrace and Victoria Street, ensuring maximum visibility during peak hospitality hours.

The activation followed HBO’s global playbook and delivered a high-impact, visually powerful experience, ranging from ambient unbranded balloon placements to semi-branded chalk stencils and soft-branded OOH pairings, culminating in reveal-branded postcards handed out by brand ambassadors. Fans who spotted balloons were encouraged to share their experiences using #ITWelcomeToDerry.

The takeover was amplified by PR drops to media outlets and paid influencer content, ensuring the stunt pervaded cultural conversation across the cities.

“The red balloon has always been one of horror’s most iconic signals,” says 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 environmental responsibility, robust sustainability measures were factored into the activation plan. As well as the balloons being biodegradable, they were secured with tethering to prevent flyaways and dedicated cleanup teams were scheduled to remove activations within 24 hours, with the chalk stencils designed to fade naturally.

IT: Welcome to Derry is streaming now on HBO Max on NEON, with new episodes dropping on Mondays at 8.30pm, with episode two available this Friday to time with Halloween.