Lead Agency: Mindshare Spain
The strategic of the campaign was clear; capitalise specific moments related to certain climatic conditions important for the brand, showing the Dyson purifier as the best product for those moments and thus take over these specific territories.
Provide information to users about specific moments when we want to locate our product and consider Dyson purifiers as the perfect solution.
We are faced with two fundamental problems:
- Low knowledge of users for this type of products, as well as the problems they face. It is not a product of first necessity and it is very aspirational, so its penetration in the market is currently low.
- How to detect these problems and be as quick as possible when activating campaigns, taking into account also the different regions (with focus on the ones with the most sales), different moments to face, different necessary creativities, different devices and difficulty in measuring final sales objective.