Neon brings It prequel to life with spooky Halloween activation

It was eve of Halloween when, all across Aotearoa, hundreds of red balloons suddenly appeared.

Overnight, the ominous and 100% biodegradable balloons appeared across urban areas in Auckland, Wellington and Christchurch.

The takeover, orchestrated by Kiwi streaming service Neon, celebrates the launch of HBO Original series It: Welcome to Derry. The aim was to turn everyday streets into unsettling scenes straight out of the fictional town.

The TV series is based on Stephen King’s 1986 novel, It and also serves as the prequel to 2017 and 2019 films It and It: Chapter Two. It can be streamed on HBO Max on Neon and on Sky’s HBO channel.

An iconic signal

“The red balloon has always been one of horror’s most iconic signals,” says Neon marketing manager Stacy Taylor-Flahive.

“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, the balloons were biodegradable and secured with tethering to prevent flyaways.

Dedicated cleanup teams were scheduled to remove activations within 24 hours, with the chalk stencils designed to fade naturally.

The activations:

Auckland:

• Morning (7:00–8:30am): Brand ambassadors haunted Britomart’s train and bus depot
• Midday (12:00–1:30pm): The team then appeared at the base of the Sky Tower before drifting toward Aotea Square
• Evening (5:00–6:30pm): The takeover moved to the city’s downtown Ferry Terminal and Princes Wharf before returning to Britomart.

Wellington:

• Morning: Balloons appeared around Wellington Railway Station and Lambton Quay
• 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.

Christchurch:

• 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.

The activation, executed by OMD Content, followed HBO’s global playbook. It ranged from unbranded balloon placements to semi-branded chalk stencils and soft-branded OOH pairings.

It culminated in reveal-branded postcards handed out by brand ambassadors. Fans who spotted balloons were encouraged to share their experiences using #ITWelcomeToDerry.

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