DYSON V6
Client //
Dyson
Roles //
Art direction / Design
The Brief //
Demonstrate the power of the new Dyson V6 cordless vacuum cleaner around the world and drive people to the eCommerce website.
The Solution //
Working with Dyson's marketing and engineering departments a plan was formulated to research and understand consumer needs in the various countries from the USA to Asia. Market intricacies and social variations were taken into account. From there a plan was developed to ensure the products unique selling points were successfully and dramatically demonstrated across a wide variety of media. The hashtag #cordlesspower was used to succinctly communicate and drive conversations. Dramatic events were staged in key markets, social & PR leveraged key influencers all driving consumers to the Dyson website.
Results //
+ A huge amount of social and PR stories were generated with great stories and content
delivered which then generated further user-generated content using the campaign hashtag.
+ Sales teams and distributors in the various regions had the tools and marketing materials they
needed in order to meet their targets
+ An integrated campaign across the customer journey - Press, to PR, social, digital and POS.
+ An extensive photographic and film library of assets for further marketing by social & PR teams
+ A successful launch that exceeded Dysons business objectives
+ OOH (Out of home) & Social
A travelling projection of a user getting to those 'hard to reach' places. Thanks to Dysons cordless V6 technology and clever use of media the products unique benefits over others was demonstrated, creating a buzz as it travels from city to city.
+ OOH (Out of home) & Social
A giant billboard covered in carpet placed in high footfall areas creates intrigue as it slowly gets dirty over time. On a busy Saturday, shoppers look on as a cleaner abseils down the carpet, cleaning areas to reveal the campaign hashtag #Cordlesspower. Social media lights up as the campaign launches.
+ OOH (Out of home) & Digital
Digital OOH advertisements were selected in key footfall areas. The creative executions chose to highlight the key benefits of cordless as well as the ability to clean anywhere. WIth the digital takeovers, the vacuum cleaner was able to stretch across digital Ad sites highlighting the cordless "go anywhere" benefits. The art direction was clean, sophisticated and very Dyson across all assets integrating the campaign in look and feel.
+ OOH (Out of home) & Digital
Digital OOH advertisements were selected in key footfall areas. The creative executions chose to highlight the key benefits of cordless as well as the ability to clean anywhere.
+ PR & Social
Working alongside the PR team at Dyson the outcome of the campaign story of our new powerful vacuum went viral with a variety of content and stories for publication teams and the most successful product launch ever at the time.
+ Multi-language responsive website
Liaising directly with the digital development team, account directors and client to ensure the assets all worked seamlessly within the corporate guidelines, across multiple devices and countries. The art direction look and feel had to work seamlessly across multiple devices and media ensuring the strict corporate guidelines were closely adhered to while maintaining creative flair.
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