Dyson Gen5oustsize™ integrated launch campaign
Roles and objectives
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I led a multi-disciplinary team of designers, filmmakers, copywriters, CGI artists, and digital specialists to develop and execute an omni-channel creative strategy for the launch of the new Dyson Gen5outsize™ vacuum.
Target Audience:
This campaign targeted ‘Super Cleaners’ in the US, CA, MX, and ANZ markets, towards homeowners with larger living spaces. And those who previously relied on traditional corded upright vacuums. The largest segment being in the US with 65% of homeowners having pets. This enabled us to focus our strategy towards families owning pets with a mixture of hard floors and carpets.
Creative Direction:
My focus was to drive innovative storytelling across a full-funnel messaging strategy. Showcasing the pioneering technologies of the Gen5oustsize™, engineered to clean large homes.
Leading with unrivalled powerful suction and HEPA filtration, trapping microscopic particles including 99.9% of viruses. Key features, such as 150% bigger bin, 25% wider cleaner head, and double the run time, were translated into compelling narratives, that resonated with our target audience.
A range of creative approaches also incorporated the benefits of effortless cleaning of larger homes, longer battery runtime, and powerful deep cleaning for homes with pets.
