Cause:
Unique Dyson technology is different and superior compared to all others.

Campaign:
Only Dyson Has No Loss Of Suction
Utilized straight talk about technology and Dyson’s philosphy we refer to as ‘purposeful engineering’
For the first time, convinced major mass media to directly compare products, breaking yet another convention.

Results:
Lanched and unknown foreign brand into a flat low-interest category, for three times the price of domestic vacuum cleaners.
Dyson has become a ‘pop hit’ in addition to a marketing success, making ‘must have’ lists of trendy magazines and consumers alike.
Exceeded 2 year plan objectives in less than one year. For the first time ever, a foreign brand of vacuum cleaner has surpassed the market share of a domestic manufacturer. In fact, Dyson has surpassed two domestic competitors.