Taking Dyson V8 to the Streets: A Metro Station Takeover in Milan
Client
Dyson in-house
Year
2018
Overview & the challenge
The Dyson V8 cordless vacuum cleaner revolutionised home cleaning with its powerful, lightweight design. To support its launch, we implemented a striking omnichannel advertising strategy, highlighted by a bold out-of-home campaign that dominated a metro station in Milan.
The campaign aimed to:
- Create high-impact brand visibility in a bustling urban environment.
- Showcase the Dyson V8’s innovative features in a visually compelling way.
- Integrate seamlessly into Dyson’s broader omnichannel marketing efforts.
As part of the creative team, I was responsible for designing and executing the metro station takeover, which included:
⸺ Billboard Design
Creating 16 dynamic billboard visuals that captured the Dyson V8’s core benefits—power, portability, and sleek design.
⸺ Floor Vinyl Graphics
Designing five large floor vinyls that engaged commuters and reinforced brand messaging.
⸺ Visual Cohesion
Ensuring the out-of-home materials aligned with Dyson’s premium aesthetic and the broader advertising campaign.
The Outcome
Key Takeaways
The campaign delivered:
- Unmissable Impact: A visually striking takeover that captivated the attention of thousands of daily commuters.
- Brand Awareness: Heightened visibility for the Dyson V8 in a key European market.
- Integrated Messaging: Seamless alignment with Dyson’s omnichannel strategy, reinforcing the product’s launch across multiple touchpoints.
This project showcased my ability to:
- Design impactful out-of-home advertising that commands attention.
- Translate a product’s key features into compelling visuals for public spaces.
- Collaborate on large-scale campaigns that integrate with wider marketing initiatives.
The Milan metro station takeover exemplified Dyson’s bold approach to advertising, and my designs played a critical role in driving awareness for the Dyson V8 cordless vacuum cleaner.
