Case Study: Roku engages commuters with a San Francisco train station takeover by Division of Labor

Roku executes 160-location train station takeover with Division of Labor

Roku, a leading TV streaming platform, engaged the ad agency Division of Labor to execute a train station takeover campaign. The challenge was to utilize every advertising space in San Francisco's main downtown station without inundating commuters with repetitive, boring messages that could create negative brand awareness.

Division of Labor implemented a strategic solution by mapping commuter routes from all four station entrances to strategically place approximately 160 different postings. The agency created a varied mix of broad brand messages, product benefits, and holiday messages, using humor and irreverence to keep the campaign light and engaging. This approach successfully told a complete brand story across the station's two levels, ensuring viewers were engaged with fresh content throughout their commute.

Roku