BURLINGTON, Mass., Oct. 3, 2005 – iRobot Corp. launches its “I Love Robots” advertisement campaign today, featuring real people talking about their love for robots. The ads showcase iRobot’s consumer robots – the iRobot Roomba® Vacuuming Robot and the recently announced iRobot Scooba™ Floor Washing Robot. The ad campaign was developed by Gardner Nelson & Partners of New York and includes print, television and outdoor ads, as well as direct marketing.
“We really wanted an ad campaign that conveyed the excitement and enthusiasm our customers feel for their robots,” said Greg White, executive vice president and general manager, iRobot Consumer Robots. “The ‘I Love Robots’ campaign showcases that passion first hand, with people speaking sincerely and unscripted about the robots.”
For the Roomba commercial, real owners were selected from thousands of iRobot customers who responded to a company survey. The nine Roomba owners featured in the ads speak candidly about how the vacuuming robot has helped them. The Roomba commercial began airing today on national cable in 30 and 60 second spots. Roomba cleans hardwood floors and carpets at the touch of a button, and more than 1.2 million Roomba Vacuuming Robots have been sold since its introduction three years ago.
In the ad for the Scooba Floor Washing Robot, people were recruited off the street to talk about how much they hate to mop. The individuals were then introduced to Scooba and shown a demonstration of the robot at work. The commercials capture people’s unscripted reactions to Scooba, which is the first floor washing robot for the home. The Scooba commercial will air on national cable on Nov. 3 in 60 second spots. Scooba, due out later this year in limited quantities from www.irobot.com, simultaneously preps, washes, scrubs and dries hard floors in a single pass, leaving clean floors behind it.
“The ‘I Love Robots’ campaign is not about tricks, gimmicks or catchy slogans,” said Tom Nelson, co-founder of Gardner Nelson & Partners. “It shows real people, completely unscripted, professing their love for these robots that make their lives easier.”
Roomba print ads will run in November and December issues of leading consumer publications, including Good Housekeeping, Real Simple, Martha Stewart Living and O, The Oprah Magazine. The print ads feature a clean white background with green dots and show the robot clearing a clean path through the dots. The print ads also feature customer quotes.
About iRobot Corp.
iRobot is a provider of robots that perform dull, dirty or dangerous missions in a better way. The company’s proprietary technology, iRobot AWARE Robot Intelligence Systems, incorporates advanced concepts in navigation, mobility, manipulation and artificial intelligence. This proprietary system enables iRobot to build behavior-based robots, including its family of consumer and military robots. For additional information about iRobot, please visit www.irobot.com.
| Contact: | |
| Parna Sarkar iRobot Corp. psarkar@irobot.com (781) 418-3135 |
Elena Frigeri A&R Partners for iRobot Corp. efrigeri@arpartners.com (212) 905-6153 |