Roku Oct. 5 unveiled its “OK, Roku does that” TV streaming marketing campaign in Canada building on the momentum of new product launches as the streaming media pioneer enters the winter holiday season. The objective of the campaign is to create long term brand awareness for Roku and future streamers as consumers begin to think about holiday spending.
With nearly half (46%) of Canadian TV streamers signing up for new streaming services in the past 12 months, the “OK, Roku does that” campaign highlights the TV streaming platform for the innovation and ease of use in a broad campaign across TV streaming, traditional pay TV, out-of-home, and social media.
The Roku State of Canadian Streaming survey found that half of Canadian streamers reported using three or more streaming services, a 6% increase year-over-year.
The hero of the 60-second spot looks back in time, over the course of history to see how seemingly simple innovations have transformed the world and how people navigate it. The launch commercial moves through a short history of transformative innovations; culminating in the decade of streaming.
“We are witnessing a fundamental change in how consumers engage with content and entertainment, and that shift has been led in large part by Roku,” Ellie Bamford, SVP, global head of media and connections at R/GA, Roku’s ad partner for the campaign, said in a statement. “In this campaign we wanted to create an emotional connection that highlights the innovation and leadership Roku has provided in streaming. We believe we’ve achieved that with our great partners at Roku in an opportunity within one of the hottest industries.”
Additional video ads are focused on driving awareness for Roku TVs, and will play on the same “OK, Roku does that” theme and be on display in major cities around Canada, including Toronto, Vancouver and Montreal. Roku will also use its “OneView” ad-buying platform built for TV streaming, to manage the digital portion of the campaign across desktop, mobile, and TV streaming.