This document outlines a creative brief for an outdoor advertising campaign promoting the iRobot Roomba 880 vacuum. The campaign aims to convince busy 30-45 year old professionals that the Roomba is the easiest way to keep their home clean without having to vacuum themselves. Key points are that the Roomba vacuums automatically on a timer even when users are away and has proven technology that allows it to self-charge and clean efficiently without user effort. The brief requests development of 2-3 campaign concepts with 3 outdoor ad executions each to highlight how the Roomba lets users vacuum their whole house without lifting a finger.

1. Client: iRobot Roomba Date: 6/16/14
Project: Outdoor campaign (3 out of home boards) for the Roomba 880
Job Number: 1
WHY ARE WE ADVERTISING?
In today’s fast-paced world, housecleaning usually takes a back seat. The Roomba offers a great alternative to
traditional vacuuming – users can vacuum even when they’re not home.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Convince homeowners and renters that this is the best, and easiest way to keep a tidy home.
WHO ARE WE TALKING TO?
60% female, 40% male. 30 to 45 year old working professionals who are too busy to keep up with housework.
These people are early adopters and are not afraid of new technologies.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
The Roomba lets you vacuum your whole house without lifting a finger – even when you’re not there.
WHAT ARE THE REASONS TO BELIEVE THIS?
Roomba has been around for several years now – the technology is proven, and they have many satisfied
customers. The vacuum runs on a timer, self-charges (it even finds it’s own charger when it needs to juice up), is
quiet and efficient. Most people who own Roombas say they’d never go back to a regular vacuum.
ASSIGNMENT
Develop 2 to 3 campaigns with 3 outdoor executions in each campaign. Sketches only, no digital layouts.
THIS MIGHT HELP
The company Roomba web site: http://www.irobot.com
There are also numerous consumer reviews online, as well as independent dealers. Try reading some of the
customer reviews on Amazon.com.
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