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Mykala Daniel
 
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How can we bring relevance back to Roomba?

Preserving, “ahhh”

Nothing says self-care Sunday like fresh clean floors. The only thing harder than getting them that way — keeping them that way.

The first step we take after cleaning is the start of a new set of messes,
That is unless you’ve got a Roomba.

iRobot wants the world to experience a consistent clean.
Because life is messy, but Roomba don’t stop.

Tool Kit \\ Creative Briefing

 
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We’re at a crossroads in our cleaning rituals

Brand Situation

With so many Americans living in and sharing smaller spaces, the need for habitual in between cleans has become overwhelming. And robotic vacuums just don't seem to be useful enough to replace what we already have.

Problem

As a category, only 35% of people believe robotic vacuums perform well, and when it’s time to pull the plug on old reliable — only 10% of consumers would actually buy a robotic vacuum.

Opportunity

For people at a crossroads in their cleaning ritual, how can Roomba show them we complement any home, and every routine?

 
 

Who We’re Talking To

Hey Sunday Sweepers, Take the Day Off

These urban-dwellers are living busy, active, and frugal lifestyles.

When it comes to viewing themselves as “established adults”, the battle of daily surface cleaning is a necessary yet unfulfilling chore they can’t seem to crack.

They're actively seeking an automated processes that won't impact their day-to-day routine. (shhheven though their interest is to maintain cleanliness and housekeeping, they seek to achieve this through tech and electronics.)

 
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3 things to know about them


1. Everything in its place

Maintaining a curated look to their home is key. They feel a sense of relief arriving to everything in its place.

2. Always Show Room Ready

They get bursts of confidence when friends see their homes as a source of comfort and inspiration.

3. Shoes off, please.

They take pride in their cleaning accomplishments, but find them hard to maintain in the long run.

 
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Insight

Despite our efforts
there’s no way to preserve a fresh, clean floor.

The first step we make after cleaning is the beginning of a new set of messes.

Strategy

IRobot wants every home to experience life with constantly clean floors.

Creative execution

Roomba. The roommate you wish you’d had.

Meet your new roommate. Guaranteed to be better than your last one.

 
 

Print

 
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OOH

 
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Digital

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Social

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Credits:
Mykala Daniel, ST
Lauren Jones, CW
Emily Mayberry, AD