GLOBAL PRODUCT LAUNCH

Roomba Combo j7+

The 1-in-2 challenge of launching a 2-in-1 robot vacuum

The Challenge

We were tasked with launching iRobot's first vacuum and mop combo as the global leader in the 2-in-1 RVC category. However, this category spans two distinct markets: emerging and saturated, across four regions. We developed a campaign that highlights the product's unique benefits while taking into account the distinct needs and cultural nuances of our consumers.

The Solution

In the emerging markets, we focused on creating awareness through storytelling and lifestyle-oriented content to illustrate and educate users about how the autonomy of this new product could benefit their lives. For saturated markets, our emphasis was on differentiation and competitive messaging. We developed content that clearly demonstrated how the Roomba j7+ technically outperformed existing products. To bring this superiority to life, we utilized CGI and product photography.

Reaching new heights

In saturated markets, where Combo RVCs are already prevalent, we used CGI to showcase the new product’s unique features, including the self-lifting mop that “lifts high to keep carpets dry”.

First of its kind

In emerging markets, the product's benefits were highlighted that allow users to enjoy life without lifting a finger.

We captured relatable and engaging moments that resonate with our diverse global customer base, showing how life can be enjoyed when you don't have to worry about the mess.