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PORTFOLIO
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Product Category:
Household Appliances
The Product:
Roomba, a robotic vacuum cleaner
Our Mission:
Our challenge was three fold.
- Convincingly answer the question,"Does it work?" to a mass market audience that had never before seen a robotic vacuum cleaner.
- Open the door to nationwide retail distribution.
- Create name recognition and credibility for the manufacturer, iRobot, that heretofore worked behind the scenes creating products for NASA and the Armed Forces.
Our Course of Action:
Produce a long form infomercial to introduce a new type of product and to demonstrate it's effectiveness. Next, develop other distribution channels including international markets and Live Home Shopping.
The Infoworx Outcome:
Roomba won several product of the year awards and was recognized as one of the coolest products of 2002. Roomba enjoyed a full retail rollout as well as setting historical sales records at HSN. Media ratios exceeded goals by 50 to 75%.
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