Using voiceover and motion graphics, adapt two pre-existing Walmart video assets into :30 direct response videos, optimized for Roku with their creative best practices in mind.
Roku Action Ads (formerly known as Roku Interactive Ads) provide the unique opportunity for viewers to purchase products directly from their TV screen, including certain featured products from select retailers. Now, in a special partnership with Walmart, Roku is bringing the ability to link your Walmart account to Roku in order to shop multiple products directly from your TV. The goal of this project is to adapt two different direct response videos that prompt viewers to 'Press OK to Shop Now' and take advantage of this functionality, while spotlighting a handful of actual Walmart products.
Using each of the two "base" videos that are linked in the assets folder down below, you'll need to create two different :30 videos that adhere to Roku's creative best practices, and that integrate a strong call to action (CTA) that leads the viewer to press OK on their Roku remote to shop the Walmart product. We imagine that this will primarily be driven by on-screen text and animation, as well as voiceover to further strengthen the messaging. Walmart wants your two adapted videos to feel as close to the originals as possible, so we're not looking for a complete creative rethink or a major restructure, and it's important that you employ creative ways to subtly incorporate Roku creative best practices
The most important element is adding a call to action that prompts Roku viewers to "Press Okay to Shop Now," and it's recommended that this be incorporated both early and then midway through the videos. Roku is also interested in potentially including additional voice-over that let's viewers know they can easily shop by linking their Walmart account. They see the value of calling out account linking and are open to testing if we can find the right way to do so without misleading viewers into thinking they can’t shop without a Walmart account, especially given limited reaction time. We're open to your ideas here!
Should you choose to strengthen the messaging using voiceover - which we would recommend - it should be mixed over the existing music tracks, since we are not looking to replace the music. If you're writing a voiceover script, remember that its most important job is to get the viewer to pick up their remote to start shopping Walmart product, but it also needs to fit naturally with the flow of the existing videos.
There's one additional opportunity here, outside the main scope of the project. Roku is also interested in doing an A/B test with different approaches to the messaging to see what might be most effective in driving viewers to shop, and to do a test like that, they'd need at least 2 variations of each video. This interest is driven by the fact that this particular "Action Ad" actually offers viewers the chance to shop multiple Walmart products from their TV, instead of just one featured product, as is standard. This opens a lot of possibilities for versioning. How do we get people to shop when it's multiple different products? You can find the products available to viewers in the Background section. If you have a clever idea as to how to incorporate one of the featured products in an alternate version, we'd love to hear about it in your submission. Alternate variations would involve minor editorial changes, such as CTAs, end-card designs, on-screen text copy, voiceover lines, or other minor edits, and to be clear, the messaging of your main videos should still focus on general Walmart shopping with the primary goal of getting the viewer to "Shop Now." This is not at all guaranteed, but if they love your idea, there's an opportunity for $1,500 in additional budget.
Note that an interactive overlay will be placed over your videos 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. To clarify, you WILL NOT be editing the overlays, so don't use this as part of your pitch. Check out more information on how the interactive element works, as well as Roku's creative best practices in Background. It's important to note that while you'll be adapting to Roku's creative best practices, you should still adhere to Walmart's brand guidelines.
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 2 total video assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TONE/FEEL: This should match the original video.
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
FEATURED PRODUCTS:
Golden Hour:
Vacations:
ROKU CREATIVE BEST PRACTICES:
ROKU INTERACTIVE ADS:
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. Please reference the overlay specs document to ensure that no important information will be obscured by the interactive overlays.
Your number one goal, as stated above and continuously repeated, is to get the viewer to Press OK to Buy. This technology is relatively new, so Roku is interested in unique ways to tackle this challenge.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.
The most compelling pitch will be greenlit by the Sponsor, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal, typically included with the project timeline.
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REVISION REQUIREMENTS & RESOURCES: Once Content has been submitted and the initial Production Phase completed, greenlit creators will enter into Revisions. Creators will perform reasonable edits on their videos according to the Sponsor's feedback. Check out our Filmmaker Resource Portal to access helpful post-production resources like Text-Safe Guides for different platforms, Project File Organization Tutorial, Export Presets, and Captioning services.
ASSET DELIVERY REQUIREMENTS & RESOURCES: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You are responsible for any costs associated with the hard drive and shipping. Tongal also reserves the right to request all raw files associated with the project.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.