THE PRODUCT:

Scientifically speaking, Enfamil Gentlease Infant Formula is a partially hydrolyzed formula that has been clinically shown to reduce fussiness, gas, and crying in 24 hours. It also has nutrients like choline and DHA that provide brain-nourishing nutrition that's important for your baby during the first 12 months and HuMO6 to support immune health. This infant formula answers the questions every parent asks about the products they give their newborns: does it help their growth & development? and does it help build immunity? Through 100 years of pediatric experience, Enfamil understands babies and will help parents overcome whatever problem they may have.

Messaging Hierarchy:

• Buy Now
• Gentlease has been clinically shown to reduce fussiness, gas, and crying in 24 hours
• Enfamil is the #1 trusted brand by pediatricians and parents

ROKU CREATIVE BEST PRACTICES:

• A call to action early in the commercial - and at mid-point - improves performance.
• Live action visuals that references the call to action and/or the offer can improve performance threefold.
• If live action isn't possible, visuals and/or voice over additions will improve performance.
• Including a call to action in the overlay image helps to clarify the opportunity.
• A consistent storyline that focuses on the product being advertised - instead of creating a complex narrative - is best.
• Videos with a lighter background are encouraged to ensure that Roku's dark purple overlays stand out prominently.
• Put disclaimer/legal copy in gray at the bottom part of the video to avoid being obscured by overlays (Roku overlays are already optimized for legal copy in the bottom).
• Avoid showing any critical information too close to the edge of the TV screen. For their default canvas size, this means having a 90 pixel left/right side margin and a 60 pixel top/bottom margin.

ROKU INTERACTIVE ADS:

With Walmart Connect + Roku, streamers will now be able to purchase any product fulfilled by Walmart right on Roku, America's #1 streaming platform, by simply pressing OK on their Roku remote.

Here is an example of the overlay in action. As you can see, once the viewer hits okay to buy they're taken to a checkout screen wherein they can quickly purchase the item using pre-populated payment information without interrupting the flow of their viewing experience. 

Your number one goal, as stated above and continuously repeated, is to get the viewer to Press Okay to Buy. This technology is relatively new, so Roku is interested in unique ways to tackle this challenge.

For pediatricians and parents, Enfamil is the #1 trusted brand newborn, infant, and toddler nutrition brand; Roku is America's #1 Streaming Platform. Together, through a partnership with Walmart, they will be bringing consumers the opportunity to purchase NeuroPro Gentlease Infant Formula Refill Boxes directly from a connected TV using the power of the Roku remote. The goal of this project is to create a direct response video that prompts viewers to 'Pick Up Your Roku Remote To Purchase On Your TV Screen.'

The goal here is to sell this formula to new parents. They should watch this ad and feel compelled to click ok on their Roku remotes because they have to learn more. Enfamil Gentlease Infant Formula is an all-in-one solution for babies with sensitive stomachs, or who otherwise have trouble digesting standard formula. It does this by breaking down the proteins in the milk to make it easier to digest. We can't show any crying babies so you'll have to get creative in how you portray the babies being upset. The brand encourages you to use these universal brand elements to help graphically illustrate the product benefits. You should cast younger babies, between 3 weeks and 10 months old. If you include parents, either feature just the mother or a combination of the mother & father, not the father alone. Remember too that this is targeting the parents, who might not know this product exists, or that their upset baby problems can be solved. Keep it light and informative. This is a welcoming brand so let's not open with screaming babies or dictate how we got here with scenarios & listicles. How can you show that this formula has brought peace and ease of mind to the minds of parents?

Your video should adhere to Roku's creative best practices and integrate a strong call to action (CTA) leading the viewer to press OK on their Roku remote to purchase the product. We're open to creative takes on how best to do this, so long as you incorporate Roku's creative best practices and adhere to Enfamil's brand guidelines. What might entice someone to press okay on their remote, especially new parents? What problem will this product solve? How can you create strong emotion and a sense of urgency that they have to buy this product right now?

An interactive overlay will be placed over your video by the Roku team before it's deployed. You don't have to do anything special for this, but it would be helpful to plan your visual arrangement to accommodate the eventual inclusion of this overlay. Check out more information on how the interactive element works, as well as Roku's creative best practices, and more information on the product in Background. This is a quick-paced timeline with extensive legal review both in pre-production and post-production.

 

For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 2 total video assets.

• One :30 video (16x9)
• One alternate :30 version (16x9) 
• Alternate variations will involve minor editorial changes, such as CTAs, end-card designs, on-screen text copy, voiceover lines, or other minor edits. This will be decided between the selected editor and client during the revisions process.

TIMELINE: Full Project Timeline

 

EXPOSURE: Roku Streaming Services

TARGET AUDIENCE:

• New parents
• Recent baby purchasing
• Women 18+

 

TONE:

• Soft, Nurturing, Empathetic.
• Knowledgeable, Supportive.
• Excited, Engaged, and Playful.

 

EXECUTIONAL MANDATORIES: 

• Adhere to Roku's creative best practices.
• All videos must represent safe practices as outlined by the American Academy of Pediatrics
  • Info on Safe Sleep
  • Info on Infant Food & Feeding
• Any babies should be shown in safe environments (e.g. babies shown in high chairs should be strapped in, etc. – common sense safety plus AAP guidelines).
• Do not show babies crying.
• Must include the CTA 'Buy Now'

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most open bid projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all open bid submissions will be reviewed and evaluated by the Sponsor and the project team.

 

Shooting live action or stop motion? Our priority is ensuring everyone's safety, and we're now requiring a COVID safety protocol plan for all relevant productions. Please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.

In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.

 

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed out in the Deliverables.
  
  
• TREATMENT (REQUIRED): A more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables, both in terms of what we can expect to see, and how you’ll make it. If it's helpful to you, we've provided a treatment template, which you can find here.
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• SCRIPT (Optional): This should include dialogue from the video you intend to create.
  
  
• STORYBOARDS (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.

• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a pitch video in which you tell the Sponsor what they can expect should they choose your pitch. Also, test videos, animatics, etc. are welcome. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

1. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
5. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
6. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
7. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
8. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
9. Videos must be in the English language or subtitled.
    
10. Limit 5 submissions per member, per Phase.
     
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
    
    
14. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
    
    
15. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your earnings.
    
    
16. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.