The Opportunity
The brief called for a live-streamed global masterclass for Dyson’s innovative hair beauty-tech range. We built on the brief and developed a stunning Apple-style keynote’ for the beauty industry. The purpose of the event was to host a styling masterclass, showcasing best use of Dyson technology, whilst seeding in new products. We highlighted key product attributes as well as bridging the gap between beauty and the science and engineering sitting behind the products.
The Approach
There were two parts to the event – Part 1 the styling masterclass filmed in the Oxford Street store approached with a true creative vision. Within the store there were many moving elements – working with influencers, Hollywood ‘celebs’ in the styling world and Dyson execs. We worked to co-ordinate the styling approach, best way to showcase product and best way to show case our models. Part 2 was an as-live event with full service production management. We managed the run of show, creative direction, delivery and build of the live and on demand platform.
The Solution
We used strict brand and beauty guidelines around filming and made the creative decision to follow a documentary style approach, which was challenging but ultimately the right solution. We built a bespoke website for a Dyson – this provided a unique opportunity to create a full brand experience solution to attendees.
Creating Value
Dyson achieved some of their highest numbers of engagement internally, with positive feedback and sentiment on the quality of the activation, as well as the content. Many of the markets’ influencers also fed back that they would to see more from Dyson like this.
