ROKU ‘ALIVE WITH THE BEST OF EVERY SEASON’

BRAND EXPERIENCE ACTIVATION AND 360° CHANNEL TACTICS

Following a successful brand launch, and working in collaboration with global agency Hakuhodo , we devised a strong BTL campaign concept, activations, and assets across all channels to communicate Roku’s new global campaign ‘Alive with the Best of Every Season’, and to support the new brand experience model.

Wonderworks developed program storytelling and messaging, activation concepts and a cohesive suite of assets for on-trade, off-trade, GTR and experiential channels. This was to enable global markets to roll out the new campaign in a way that builds brand consistency, drives trial and awareness, and creates richer meaning and understanding of the brand with consumers, press and trade partners.

THE CHALLENGE

In a world where gin brands are increasingly on the rise, we needed to help grow and differentiate Roku within the category as a mass craft gin brand, by leveraging its Japanese authenticity, unique brand story beyond product, and accessible taste. Roku needed to inspire an emotional connection with consumers, whilst educating and inspiring them around Japan’s seasons – amplifying during key seasons and occasions.

THE INSIGHT

Roku is a brand that allows you to Capture, Distill, Taste and Feel
through any season, as the Japanese do. Each season in Japan celebrates an emotion that reminds us that we are all part of nature, never separate from it. We therefore needed to educate in an immersive way around the liquid, the Japanese culture, and Roku’s seasonal serve strategy & food pairings.

THE APPROACH

The overall objective was to drive awareness and trial through the new activation platform of ‘Alive with the Best of Every Season’ by creating outstanding below-the-line experiences and assets that delivered a successful communication and visual approach across the different channels and consumer path to purchase (off-premise, on-premise, GTR, eCommerce and digital). Additionally engaging consumers, press and trade partners through impactful on-trade and experiential activations.

THE WONDER

Roku’s ‘Alive with the Best of Every Season’ campaign was successfully launched globally across key markets, each using the brand assets we developed through cross-channel touchpoints and locally nuanced on-trade and non-premise activations.

The brand has seen positive results in terms of driving awareness and trial through unique consumer, press and trade partner engagement and penetration. Through building richer meaning and emotional connections with consumers and the brand, the team have helped to successfully created differentiation that sets it apart from other gin brands.

Due to the great success and positive outcome, ‘Alive with the Best of Every Season’ campaign will continue into its second year of activation.