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Roku is launching its largest campaign yet, with the help of R / GA, to remind consumers that there is no place to stream like at home this holiday season.
The campaign, which runs in the US and Canada, follows a recent Harris Poll that found 32% of consumers intend to buy large items over $ 500 and two in three Christmas shoppers plan on consumer electronics this year to buy. Dan Robbins, VP of Marketing at Roku, called the campaign “a hugely important milestone for our business”.
“The goal is to capitalize on the ongoing shift to streaming TV this holiday season,†he said, “to raise awareness of Roku and Roku products and to ensure that consumers who want to cut the cable know they are Brand Choice, Ease, and Value. ”
According to Robbins, the brand will be spending “tens of millions of dollars” on this campaign, an increase from the brand’s previous ad spend. In 2020, Roku’s advertising costs were $ 7.1 million, according to its annual filing with U.S. regulators. R / GA’s California office was selected as the agency for the project after a two-month in-house search, said Colleen McGee, Roku’s director of marketing.
The hero of the campaign “OK, Roku does that†is a 60-second spot that takes the viewer through various points in the story, where people admire simple but revolutionary innovations such as the wheel, paper clips, glasses, the fire extinguisher and much more which ultimately leads to a couple using their Roku TV. The commercial ends with the slogan: “The best ideas are often the simplest, like streaming made easy. Okay, Roku does that. “
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