iRobot
More Thoughtful Than You Thought
iRobot, makers of the Roomba, asked us to develop a launch campaign to bring their operating system, iRobotOS, to life. The operating system is so advanced it doesn’t just make logical decisions, it makes thoughtful ones. So thoughtful it’s almost like there’s a group of tiny, hardworking engineers within each and every device. That’s what led us to create “The Situation Roomb”, a fully integrated campaign that happens “inside” of Roomba and Braava devices. When our group of metaphorical, ant-sized engineers are confronted with a moment of indecision they always make the most thoughtful, empathetic choice possible.
The Challenge
- Despite being pioneers in robotics—with machines that aided in the BP oil spill cleanup and even the 9/11 rescue efforts—iRobot was virtually invisible to consumers. Twenty years after inventing the smart home cleaning category, they were lost in a sea of sameness. As they prepared to launch new products, iRobot needed a unifying platform to spotlight their software intelligence, elevate their brand beyond hardware, and transform into a beloved global consumer brand—without sacrificing short-term sales.
The Solution
- We built a global platform around “thoughtful intelligence”—shifting focus to the brains behind iRobot OS. A cast of empathetic engineers personified the system’s smart decisions, showing how iRobot always chooses the most thoughtful action. The idea came to life across the US, Canada, and Europe through twice-yearly, full-funnel campaigns that drove sales during key seasons while ensuring global consistency and easy localization.
Through social and digital we brought robot vacuums to life in a way that the competitors simply can’t.
To help build awareness for iRobotOS, we created over 300 unique assets for digital and social, ranging from videos to still photography.
Ask The Situation Roomb
In this social series, we had the engineers inside the Roomb answer questions about new features.
As a result, the Effie-nominated Situation Roomb campaign delivered well above both short and long-term goals
Uptick in aided brand awareness
Uptick in consideration
Increase in sales
