Dyson - dyson it.

Strategy

Brand

Dyson

Audience

Australians who want to keep their homes clean without it becoming a chore. They want an easy and effective way to deal with everyday messes.

Insight

In the UK, Hoover became so associated with vacuuming that “hoovering” entered everyday language.

Opportunity

Dyson has an opportunity to challenge that association and position itself as the modern equivalent. Build Dyson into more than just a vacuum brand by creating an association between the brand and the action of vacuuming itself.

The idea

Make Dyson synonymous with vacuuming in Australia, as Hoover is in the UK.

Strategy

Use familiar, everyday messes to introduce Dyson as a verb and the instinctive response to something that needs vacuuming.

Campaign

dyson it.