Roku is launching its largest-ever campaign with the help of R/GA reminding consumers there is no place like home for streaming this holiday season.
The campaign, which is running in the U.S. and Canada, follows a recent Harris Poll survey that found 32% of consumers plan to purchase big-ticket items of over $500, and two in three holiday shoppers plan to purchase consumer electronics this year. Dan Robbins, VP of marketing at Roku, called the campaign a “tremendously important milestone for our business.”
"The goal is to seize on the continued shift to TV streaming this holiday season,” he said, "Build awareness for Roku and Roku products, and make sure that consumers who want to cut the cord know that the brand brings choice, ease, and value."
According to Robbins, the brand will be spending “tens of millions of dollars” on this campaign which represents an uptick from the brand’s previous ad spending. In 2020, Roku’s advertising costs amounted to $7.1 million, according to its annual filing to U.S. regulators. R/GA's California office was chosen as the agency for the project following a search conducted in-house that lasted two months, according to Colleen McGee, Roku’s director of marketing.
The hero of the ”OK, Roku does that” campaign is a 60-second spot that takes the viewer through different points in history where people admire simple but revolutionary innovations like the wheel, paper clips, eyeglasses, the fire extinguisher, and many more, ultimately leading up to a couple using their Roku TV. The commercial ends with the tagline: “The best ideas are often the simplest, like streaming made easy. OK, Roku does that.”