Dyson Campaign 2024
Role: Copywriter
SMP: No vacuum cleaner is as consistent in delivering powerful hygenic cleaning.
Dyson wanted to create a campaign to appeal to middle-aged adults who like to keep their living environmnet clean and tidy.
The goal was to increase sales and brand loyalty by showcasing Dyson as a vacuum that provides uninterrupted, powerful cleaning.
The requirements for this campaign were that either no, or product-only, imagery may be used. The focus was on copy.
SOLUTION
In order to appeal to the target audience, the use of humour was selected for the theme of the campaign.
The big idea was to focus on the ability of Dyson vacuums to provide blockage free cleaning and using puns as a rhetorical device to relay the message.
Showing the intolerance of Dyson for unwanted delays in the cleaning process would create a sense of relatability for the target audience and a reassurance that they wouldn’t need to worry about losing suction power half way through a job.
EXECUTION
The campaign consisted of an out-of-home poster, a social media 3-post carousel, a radio commercial, a TV commercial (not shown) and a brand activation activity.
Each would use the same kind of unifying rhetorical device to keep consistency within the campaign.
ANALYSIS
While copywriting is not my main strength, this challenge was a great experience. It felt like a unified, cohesive ad campaign and would be recognisable and obvious in its intent to appeal to people who might want a vacuum cleaner (whether they realise it or not).
However, it is worth noting that the use of language, conciseness and impactfulness could all be improved and will be as these ads are revisited at various stages in the future.
