CLIENT
Dyson
Caroline Errington, Mktg. Communications Manager
Doug Kellam, Pres. U.S.
Clare Mullin, Group Marketing Dir.
Rebecca Trentham, Brand Cnnsultant
Jeff Hyman, VP Mktg.- U.S.
Jim Turner, Graphics Creative Dir.
AGENCY
Courtney Culligan, Copywriter
John Blackburn, Connection Planner
Nicole Nye, Account Dir.
Jill Wemmert, Account Supervisor
Mike Gibbs, Group Creative Dir.
Mike Murray, Creative Dir.
MediaCom
SUMMARY
In 2002, Dyson was an unknown, foreign entry into the vacuum category. Coming from the UK, it found in the U.S. a low-involvement, highly saturated category whose margins were sliding under retailer pressure. Dyson needed to establish itself quickly, ignite a belief that there could be something better, and prove to a skeptical distribution network that it was worth carrying in spite of a price point that was +320% over average. Within two years, the campaign has performed brilliantly, built awareness and purchase interest, caused category leaders to play catch-up, and taken a huge but out of category leader Hoover's share.
