GLOBAL PRODUCT LAUNCH : SATURATED MARKET STRATEGY

Roomba Combo j7+

Floor to ceiling, and the air in between

iRobot had a vision of creating a more complete and thoughtful home ecosystem by leveraging the iRobotOS platform. To bring this vision to life, they acquired a Swiss air purifying company as their first product. This enabled them to deliver a versatile cleaning experience that adapts to customers' unique needs to offer a healthier home from floors to ceiling and the air in between.

Similar to the challenge of launching the Roomba Combo j7+, we faced the task of introducing this product in two different markets simultaneously in 4 regions, with the added complexity that iRobot is known for robot vacuums and not air purifiers, so we had to build trust in this new category by highlighting the product's superior performance and lean into the differentiation of personalization and intelligence of iRobotOS.

From a creative standpoint, there was an additional hurdle we didn’t face with the j7+: the final iRobot-branded product was not yet ready. As a result, we had to shoot the entire campaign without the actual air purifiers, which were later added using CGI. Although the product has not yet been launched, the assets set a new bar for iRobot creatively and we’re excited to see them…air.

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”.