Dyson
Launch fully-customisable high-end headphones
Game-changing. Fully customisable in a range of colours. An incredible listening experience.
Dyson OnTrac™ headphones are the company’s first foray into audio-only wearables. Designed and engineered in only the way Dyson can, they boast a huge 55 hours of battery life and industry-leading Active Noise Cancellation – putting them in serious contention for audiophiles in a highly-competitive market.
And with premium finishes, swappable outer caps and ear cushions, they bring a unique look to the category. This allowed us to tap into the fashion element of the market, too.
Work
Headlines and copy for all campaign elements
Creative development
Naming
Web and app
Social media
Film scripts
Packaging
Retail, events and training
Dyson had already made a foray into the audio market with the Dyson Zone air purifying headphones, so it wasn’t an entirely new space.
However, the USP of the Dyson Zone was the fans in the ear cups and the visor that provided the wearer with continuous purified air. The audio was excellent, but the headphones were big and heavy, and most people didn’t want the purification.
With the Dyson OnTrac™ campaign , we had to redefine the Dyson audio offering, by completely repositioning the wearables category.
Dyson's audio engineering mission is to preserve the integrity of the artist's sound wave, free from interference. We also wanted to create a set of headphones that people would cherish, be excited by, and be proud of.
- Jake Dyson
The key visuals targeted a younger, fashion-conscious audience, calling out the uniquely customisable outer caps and ear cushions in a range of premium colours and finishes.
Copy for the campaign was written to be punchy and pithy, for a new social-first, fashion-led era. Yet it also had to stand up to the scrutiny of the audio press, and shoppers looking in the same price band as other high-end brands.
Using models, influencers and ambassadors, we gave the campaign an urban theme, based around music and an incredible listening experience – wherever you are.