2021 DRUM AWARDS
ORIGIN NATIVE CTV CAMPAIGN
Nominated for: 'Best Use of CTV'
iRobot and its agency, Horizon, activated Origin's premier Native CTV solution, Origin Prime, for their Connected TV Holiday ad campaign promoting the Braava Jet m6 Robot Mop.
Enhance and distribute the iRobot ad creatives in a way that would elevate the brand's ability to:
Educate consumers of the Braava’s most appealing features and functions.
Strengthen brand affinity between the Braava and its more well known sibling, the Roomba.
Elevate awareness of the iRobot brand.
Origin Prime involves the custom production of highly engaging short form native video assets called Toppers, which are programmed to run directly before or around regular brand ads inside standard ad breaks on Connected TV.
ORIGIN X iRobot EXPLAINER
Origin's in-house animation studio produced a series of 12 Toppers that were formatted to run directly ahead of the main iRobot ad creative.
...AND WHY THEY MATTER
iRobot and Roomba are already popular household names. The brief was to elevate the Braava to the Roomba's level of recognition, so that education of the newly launched product was a key KPI for iRobot.
Being able to connect with a viewer on a personal and relevant level greatly elevates a consumer's ability to remember a message.
Seasonally relevant native messaging forges a new dimension of personal relevance that connects better with viewers and significantly influences purchase consideration.
Viewers who saw the seasonal specific Origin Toppers had a 93.2% positive response rate when asked if they would consider purchasing an iRobot product as a gift for the 2020 holiday season.
EFFICIENCY AND IMPACT
The approximate frequency of ads shown per household was 3x, although the campaign brief had a frequency cap of 40x.
The impact of Origin's native CTV solutions drove lift across all of iRobot's main KPIs despite reducing exposure and more importantly, without the need to saturate viewer with ads.
Origin is a creative technology company whose pioneering Native CTV advertising solutions are reshaping the way brands engage and activate consumers on the largest screen in the home.
Fusing dynamic content animation with proprietary ad serving technology, Origin's Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.