Roomba - Creative Executions
The Ask
To create an integrated campaign to connect Roomba to young professionals in urban cities while incorporating the big idea that Roomba is the best roommate, guaranteed to be better than your last one.
Rationale
To tackle this, I started off with sketching 100 thumbnails as per the homework requirement. However, after still not feeling satisfied with any of the ideas, I turned to research. I found that Roombas aren't like other vacuums. Roomba owners tend to attach human-like personalities to their Roombas, feeling as though their Roombas are family, friends, or pets. And there has even been research on what makes humans trust robots and people correctly guessing personalities based on how a Roomba moves. This is what inspired my creative executions.
The Executions
The integrated campaign consists of Roomba Personalities, which plays into the common feeling of having personal relationships with Roombas. The campaign includes social media posts introducing the personalities, "Which Roomba personality wants to room with you?" and other filters for social media, in-store signage, and the personality stickers to add to your Roomba to play into the personalities.
