Practice Areas

Consumer

 

Dyson's North American Launch

 

Challenge

Dyson, the top-selling vacuum in Western Europe, was an unknown entity in the United States. CRT/tanaka's charge was to build awareness of this new brand and support the launch of its vacuums in the United States. But, while Dyson invented "bagless" vacuum technology, the brand arrived in the U.S. after the bagless vacuum category was already booming with "copycat" versions.

 

Solution

CRT/tanaka knew that actual use of the product would convert consumers to the brand, but Dyson needed to turn heads in an extremely commodity-driven market. CRT/tanaka's strategy focused on tapping into the consumer's growing desire for products that married high style with high quality. Up until this point, vacuums were not considered for their "coolness" factor. So we decided to launch the product in the hub of the fashion capital of the world.

At CRT/tanaka's recommendation, Dyson negotiated a retailer exhibition at The Terence Conran Shop in New York City a month prior to the launch. The museum-like retrospective of Dyson underscored the brand's technology, style and design expertise and drove early awareness and trial of the vacuums among influential NYC consumers. Dyson vacuums also were previewed at New York Fashion Week and the Emmy Awards. During Fashion Week, CRT/tanaka secured product placements at the show of edgy fashion house Imitation of Christ, where topless models showed off the uniquely designed Dyson vacuums throughout the show. Vacuuming never looked so appealing, and the fashionistas and gossip columnists took note! The agency complimented these efforts by driving trial of Dyson products among "influentials," who could serve as "brand ambassadors." CRT/tanaka also leveraged the entrepreneurial success story of Dyson founder, James Dyson, as a point of differentiation.

 

Results

In less than eight months, CRT/tanaka generated more than 525 print and broadcast placements and more than 321 million impressions, for an advertising equivalency of more than $2.1 million and PR value of more than $6.3 million. Highlights include NBC's "Today" (twice), CBS's "The Early Show," CNBC's "Inside Edition," Forbes, Time, Newsweek, People Weekly, Us Weekly, Elle, Marie Claire, Metropolitan Home, Elle Décor, Men's Health, Maxim, The New York Times, The Wall Street Journal and USA Today.