ABOUT

THE BRIEF

In 2022, Dyson launched their new Airwrap Multi-Styler, a hair dryer with a series of modifiers suitable for a diversity of hair types.

Dyson briefed us to create an activation to create digital content assets from a series influencer and consumer events throughout 2022, with a digital UI and UX that could be re-skinned for future potential product launches.

Dyson wanted the interactive activation to set them a cut above the competition by championing the versatility of the product. To build brand awareness and deliver a digital footprint beyond their live events. Whilst gathering data to build their email marketing database to drive sales.

The solution had to include the key features of the new Airwrap, including the new set of modifiers, designed to work with any hair type. It needed to reflect and celebrate the diversity of all hair types and customers across the globe whilst introducing them to Airwrap technology.

OUR CONCEPT:

The Dyson Airwrap studio. A digital content experience to star as the centrepiece to a series of international live events, accessible for guests with any hair type. A digital UX designed to encourage potential customers to engage with and to educate them about the versatility of the Airwrap Multi-Styler.

An experience creating sharable digital content to tie in with the look and feel of their paid social ad campaign. To replicate this campaign, we pre-shot each hair modifier at our in-house studio, this content would be used later in the event.

The experience was a three step process, Engage, Capture, Share:

1. During the live event, using a digital UX, guests were invited to choose the Airwrap™ modifier suited to their individual hair type from a touchscreen.

2. After selecting their modifier, customers would step into the shoot space to get hands on with the product with their pre-chosen modifier attached. Here they were captured by a moving camera on a track.

3. Our automated post production software spliced the live event capture and pre-shot content together, creating content that felt truly personalised. Digital content was instantly available for download at the scan of a QR code, at which point they were prompted to opt-in for Dyson email marketing.

EXECUTION:

To deliver our concept and create a cohesive digital user experience for Dyson customers we combined a bespoke UX & UI design, and designed software scripts and automation tools powered by our own software.

The moving camera on a track was a new and original tech solution and the key to the digital output designed from scratch by The Flash Pack. Highly engineered, with an aesthetic inspired by the sleek look and feel of Dyson products. It was made for seamless use without the need for live event technicians and could go from flight case to capture-ready at the touch of a button.

RESULTS

During its first launch event from 1st to 5th June 2022, the Dyson Airwrap studio captured, edited and processed 736 pieces of social-ready video content and gathered 915 customer emails. This means that digital content was downloaded by multiple customers and shared with more than one person. A mark of its success. The project exceeded all KPIs set by the client.

"The goal of this project was to create digital assets for guests and influences to share on social media, but we also wanted to create a tech driven digital UX that really showed off the versatility of this new product.

The Flash Pack delivered a unique installation that fulfilled our brief using new technology that had never been seen before creating content that the guests and influences loved sharing. The touchscreens allowing guests to choose their modifier was a lovely touch and gave us an opportunity to engage with customers and educate them about the product.

The Airwrap studio has proven so successful at our pop-up activations that we’re in our second year of using it and will be rolling it out across Europe for future events this year"

- Loren Elliott, Senior Events Project Manager, Group Events