Dyson
Launch Dyson’s most powerful cordless vacuum cleaner
The Dyson Gen5detect and Gen5outsize vacuums were the most powerful Dyson had ever created.
Aimed at consumers who ordinarily wouldn’t consider a cordless, these offered the same performance as a corded vacuum without the hassle of the cord.
Copy for the campaign had to be hard-hitting and build up all the advantages of the machines to be easily understood. It also had to differentiate between the two in a way that consumers would get immediately.
Work
Strategy
Naming
Key messaging
Omnichannel copy
Film scripts
Retail, events and training
The key messaging was power, big bin size, and long-lasting battery life – all designed to attract corded owners. Additionally, both machines used a laser to show up dust on the floor, enabling people to clean better.
The Gen5detect offered a lighter option for people who wanted less weight. With the Gen5outsize having a cleaner head the same size as most corded vacuums, it was straight head-to-head comparison, to persuade shoppers to go cordless.
For Outsize, read BIG.
We produced a series of ads to show the cumulative effect of the machine’s features, when placed next to each other in OOH.
We also made a TV commercial, web and social assets, alongside retail pieces to enable Dyson Experts to showcase them in stores.
