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Roomba
Time Machine.
It’s a time machine, but not the type you would expect. The Roomba 690 empowers Millennials to take control of time and make it their own by removing the chore of vacuuming.
*This campaign was a group project completed in my Creative Advertising course. Although everyone contributed to the final product, I took the lead on writing the creative brief, clock design and body copy.
executions
The campaign’s high level, sleek and powerful tone is exemplified by the monochromatic color scheme, green accents, minimal text, and a thin typeface. In addition, the visual metaphor of an analog clock combined with the Roomba 690 will be the focal point of all executions.
key insight
Millennials feel they are spending too much time cleaning (Macke, 2017b).
key consumer benefit
The Roomba vacuum gives you the power to make your own time.
advertising objective
Convince consumers Roomba is a powerful vacuum that will lessen the time and labor they spend cleaning.
creative strategy statement
Convince Millennial couples that the Roomba vacuum is a time machine that gives them the power to make their own time because of its wireless capabilities.
advertising problem
Consumers don't think Roomba vacuums are powerful enough to be the primary vacuum in their home (Cullen, 2017a).
target audience
Tom and Janice, both 26, are newlyweds who just moved to Fredericksburg City, VA (Claritas, 2018). The couple couldn’t be happier living in the city, even if renting their first apartment is a little scary. They're embarrassed to host Netflix movie night with their friends because it’s hard for them to keep their place clean (Macke, 2017b). They love the feeling of having a clean home, but it takes so much time and effort to keep it that way (Macke, 2017b)!
creative brief
advertising problem
Convince Millennial couples that the Roomba vacuum is a time machine that gives them the power to make their own time because of its wireless capabilities.
Consumers don't think Roomba vacuums are powerful enough to be the primary vacuum in their home (Cullen, 2017a).
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