Dyson AM05 Hot + Cool Fan Heater Global Launch

Role | Product Proposition, Naming, Claims Development, Creative Strategy, Global 360 Campaign Strategy, Copywriting, IP & Legal Governance

(Led global cross-functional team of 20 including Dyson C-Suite and James Dyson)

Challenge Dyson AM05 Hot + Cool was one of the world’s first bladeless dual fan heaters. The challenge was to launch this revolutionary new technology globally (NA, Asia, EU, ANZ) in a highly price sensitive category with limited consumer understanding of the technology and its benefits.

Solution Global research identified consumer dissatisfaction with competitor’s ability to heat and cool rooms evenly, as well as energy cost concerns. This identified a clear whitespace for Dyson AM05 Hot + Cool to launch with a concise, benefit driven platform centered on superiority, efficiency and all year use - also helping to justify the product’s premium price point. A minimalistic superiority campaign focused on education was coupled with striking product visuals that evoke the visceral benefit of comfortable heating/cooling that AM05 Hot + Cool’s proprietary technology provides.

Result Sales of AM05 Hot + Cool exceeded global target by 20%, accounting for 78% of category sales and a 25% YOY increase in total category sales. US sales increased 95% vs. P.Y. and Australian sales achieved 60% of annual forecast in only two months. The campaign garnered 100MM global media impressions including 3 features in the New York Times.