Launching Dyson wearables

Client: Dyson

Work: Launch Dyson Zone™ headphones, a brand new category for Dyson, to a totally different audience in a way that was credible.

The task was to demonstrate how Dyson's knowledge of airflow and purification could be coupled with high-end audio to create a unique experience for urbanites – headphones with air purification.

The copy had to explain the technology, majoring on audio, backed by its air purifying USP.  And it had to have high impact, across digital and social channels.

We used brand ambassador, England Lioness Leah Williamson, to reach a broader audience around the FIFA Women's World Cup 2023. Although she was unable to play at the tournament, due to ACL damage, it was the first time she'd talked about it publicly.

The post alone had over 500,000 visits and by far the highest likes of any Dyson post, raising awareness of the headphones to a wide audience.

The headphones were initially launched in China and rolled out globally, targeting urban audiences in a wide range of markets.