Dyson Airstrait Product Launch Event
THE NEED:
Develop a comprehensive product launch strategy for the new Dyson Airstrait to be unveiled in New York City by James Dyson. The brief delivered by Global partners was to identify a unique event space within NYC, close to public transit, high foot traffic, public art scene and dining and entertainment options. The event space was to be utilized for a series of product launches catering to different market segments to reveal the product, connect the consumers to the technology and drive social engagement.
WHAT WAS DELIVERED:
The event consisted of a week long product launch - 1) Influencer Preview, 2) Product Reveal Event, 3) Public preview of event space and styling demonstrations and 4) Owner Preview with Yoga Exercise event and post workout styling sessions
The event space was designed like an art installation - after checking in at the Dyson welcome desk, guests will see a Dyson product range wall featuring current products. Additional information walls tell the story of the Future of Dyson, Beauty Innovation and transition into Developing the Dyson Airstait straightener, including a feature on problems with styling with heat and why the technology was developed to straighten with airflow was developed. Technology including interactive animated transparent screens, small video screens and large LED and projectors were used to tell these features all set against the background of dynamic lighting to complement the event space, focus on the content against Dyson’s visual identities colors (black and white).
After guests learned about the development of the technology they entered the main gallery which was set up as lounge featuring cocktails and hors d'oeuvres, set against the backdrop of robotic arms automatically demonstrating the use of the Dyson Airstrait with a natural hair tress.
After experiencing the robotic demo, guests could relax in this areas until styling stations were available where they could sit down at Dyson’s beauty stations and talk with a professional stylist and have each of Dyson’s hair tools demo’d for them.
In the upper loft area we built a relaxing lounge with comfortable couches, beverages and Dyson lighting as well as a demo station to experience the Dyson Zone (headphones).
THE RESULTS:
The event generated hundreds of news and magazine articles, hundreds of thousand social impressions within the week. We had limited quantities of the product available for sale at the event which also generated immediate income of the Dyson Airstait. The local NYC Dyson Demo stores also saw a halo affect of increased foot traffic +50% during the event, +20% the week after the event; which translated to a +25% increase of sales at each store location.
SKILLS UTALIZED DURING THIS PROJECT:
Strategic Marketing Planning, Cross-functional team collaboration and planning, Project Management, Production/ Sourcing, 3D /2D adaptation off creative concept to prototype, logistics to produce, kit / pack and ship direct to door. Event management.
