iRobot roomba- Free your hands
According to statistics, in the UK, an average family spends nearly 20 hours a week on doing housework. It means that many people have to use a traditional vacuum cleaner to clean the room after a busy day, and they lose a lot of leisure time on this. In other words, they have been kidnapped by housework. Roomba can solve this problem through automatic cleaning, helping people solve the problem of housework and save time. However, many people do not understand the features of Roomba, it is time for them to understand and buy Roomba to free their hands. Proposition: Free your hands.
We created an advertising campaign called “Free your hands” for Roomba. Campaign will include online promotion, ambient advertising and offline advertising. By showing our target audience how Roomba can improve their quality of life, then attract them to buy and use Roomba.
We divided our target audience into four specific types who are tired of using traditional vacuum cleaners for housework. In order to attract them to join us, we designed four scenes based on their daily lives. In the poster, everything floats in the air, only Roomba works on the ground. By this way we can show that Roomba is very quiet, and can automatically clean the room without corners. Using Roomba can free your hands and give you more time to do what you want to do.
Bedroom -- Young couples with children
A young couple is lying on the bed with their baby, the mother coaxes the baby to sleep, and the father is working.
Living room --old people/couple
An old couple is watching TV
Study room --people with pets
A woman is working and her cat is sleeping beside her.
Bathroom --single young people
A single man is taking a bath while listening to the radio.
Social media
On social media, We will create a hashtag called # free your hands. At here, we will show people that if they use roomba, they will save at least one hour of leisure time every day. They can talk about “If you had an extra hour of leisure time each day, what would you do?” The 5 person whose answers are most approved will receive a roomba as a reward, in order to help them free their hands and enjoy their leisure time.
PACKAGING
We also have designed for the advertising campaigns a group of exclusive packaging, called “hand- free” box. This package is related to the online
Ambient Ads
In order to attract more audience to understand roomba, we selected a few scenes that our target audience often went to and produced a series of ambient advertisements. Through a set of comparative pictures, show them how they can enjoy their leisure time after using roomba to free their hands.