Dyson: Backpack

Dyson, a brand of electrical goods, collaborated with Bünyamin Sürmeli who used the Dyson Backpack to measure Istanbul’s air quality by detecting pollution levels encountered throughout the day to raise air quality awareness and increase product sales.

Brand: Dyson TurkeyAgency: Universal McCann TurkeyRegion: EMEA

Strategy

Objective

According to the World Health Organization, air quality adversely affects 9 out of every 10 people globally, underscoring a critical need to raise awareness in Turkey. Our goal at Dyson was to spotlight the air quality issue, elevate awareness, and introduce our target audience to Dyson’s solutions for indoor air quality, aiming to boost brand awareness and product sales. We evaluated our success through media outcomes (impressions, reach, listens, traffic). The campaign’s overall impact not only heightened air quality awareness but also amplified Dyson’s brand and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands