The Brand (In A Nutshell)
iRobot—the maker of everyone's favorite robot vacuum cleaner Roomba—is a playful brand. It doesn't take itself too seriously, and it loves having a fun dialogue with its fans.
Develop a social activation that convinces and converts skeptics to buy Roomba and/or Braava jet for themselves or as a gift for others during this time period.
In theory, the holidays are supposed to be the most wonderful time of the year. In reality, they can be the most stressful. But that doesn’t mean we should miss out on the joy they bring.
While our competitors are begging people to buy into the outdated cliché of the picture-perfect holiday scene, let’s recognize, as real people do, that holiday perfection is an illusion. In the real world, real people make real messes – and have fun doing it.
Our main target market: Neat Seekers. The people who never lose their cool when faced with a mess. In other words, they conquer messes. So we created a social campaign that empowers Neat Seekers, giving them the extra strategies they need to continue their holiday conquest, all while positioning Roomba and Braava jet as the ultimate partners in clean.