"We have a long-standing relationship with the Detroit Lions, and under the umbrella of 'Own the Dream,' our core creative idea, we saw a unique opportunity to make sure that we connected who we are and what we do with who the Lions are and how the Lions show up with us,"Marquiis stated.
Strategic Audience Reach on Netflix
While the "Room to Dream" platform initially debuted with a 60-second Super Bowl ad, Rocket Mortgage is now leveraging Netflix for its latest creative. This decision allows the company to tap into a substantial audience; Netflix's two Christmas Day NFL games in 2024 averaged over 26 million U.S. viewers. Peter Giorgi, Senior Vice President of Brand Marketing at Rocket, highlighted the challenge of audience acquisition in modern marketing."The hardest part of marketing lately is finding a big enough audience to share something. We probably have more ideas than we do suitable audiences,"Giorgi explained, noting that Netflix, a leader in streaming video poised to grow even larger, provides a solution, likely at a fraction of the cost of a Super Bowl spot. The entire concept, development, and production of the new ad were spearheaded by Rocket's internal creative division, Dream Factory. The team's objective was to forge a compelling link between the brand and football, connecting financial products like cash-out refinancing to sports by emphasizing that many initial sports experiences and dreams originate within childhood homes. Giorgi praised the simplicity of this insight:
"The ability to get out of the way of a really simple insight is really valuable. We've been wanting to build more context and meaning around that [idea] and embracing the simplicity of it instead of trying to complicate it."
Supercharging Creativity with AI
A significant development behind this campaign is Rocket and Dream Factory's ongoing restructuring to integrate artificial intelligence, not merely for efficiency but to profoundly enhance their creative capabilities. This initiative, launched approximately a year ago, aims to empower every member of Dream Factory to function as a creative director, regardless of their organizational role, by leveraging AI as a foundational tool. Marquiis articulated the vision:"To what degree could this entire team be not just dabbling in AI, but be proficient in delivering creative using AI as a foundation, to make the team… more effective in the way that they build their creative?"Rather than ceding creative control to AI, the company employs an AI tech stack to dismantle barriers between employees with varying experience levels. This approach, Marquiis noted,
"supercharge[s] your thinking [and] challenge[s] your biases,"accelerating ideation and enabling more effective conclusions and breakthroughs by processing vast amounts of information. The Dream Factory initially deployed its AI tech stack for CRM email writing before scaling its application to larger creative endeavors. This included a full-funnel campaign that became Rocket's most effective marketing initiative of the year. Marquiis proudly recounted that upon seeing the 30-second "Lake House" spot, Rocket CMO Jonathan Mildenhall offered no notes for the first time in his career.
"We used the tool set to find a breakthrough early and then iterate on messaging,"Marquiis explained, emphasizing that
"the specialness of us using [our] AI super stack was about messaging refinement."While the core "Room to Dream" creative was conceived through traditional insights and conversations, AI played an integral role in the workflow, demonstrating its versatility across all marketing phases. Giorgi concluded,
"AI helped us shorten the distance between concept and execution. We can help team members buy into our creative vision sooner, so that we can update with feedback faster. It’s an idea accelerator for us."
