Convention:
To benefit from Dyson’s constant suction power and strong performance, people believed they would have to sacrifice their preferences for a lighter and smaller machine.

Cause:
Even people who prefer a smaller-sized vacuum should not have to compromise the full-sized performance of a Dyson.

Campaign:
We introduced the DC26 model, a smaller sized vacuum that has the same uncompromising no loss of suction power and capabilities of larger sized Dysons. Integrated media exposure includes TV, magazines, newspaper & transit.

To highlight DC26’s uncompromising capabilities packed within a physically smaller body, we created a unique display installation at Ginza(（Display AD/Pillar AD）) and Osaka stations and on-line communications that focus specifically on the inner-technology. The campaign remains true to James Dyson’s point of view as an engineer that “things should work properly” a hallmark trait of all our communications for the brand. The DC26 campaign features the simple truth that all Dysons do: solving the fundamental clogging problem of all other vacuum cleaners, but now solved in a size even more appropriate for many Japanese homes.

Results:
Although just launched, this campaign has already had a significant impact in the market, increasing Dyson marketing share by over 3% within the first month post campaign commencement. Early indicators are that the Japanese target audience have responded very well to the messaging of “smallness but with no loss of suction power”.