5 layers of filtration
Challenge: In a saturated market, differentiate the Dyson V11 220aw by showcasing its exceptional suction without compromising pick-up or filtration standards. Unlike many competitors, the V11 excels in all areas.
Solution: Leverage our unique 5-layer filtration system to differentiate the V11 from competitors. Create a compelling TVC that highlights this advantage and addresses the Korean market's concerns about indoor air quality.
My Role: Storyboarded a new bespoke TVC with additional scenes, developed a visually stunning 5-layer filtration CGI sequence and provided Art direction for the home set and wardrobe. I then expanded the narrative to create a captivating product landing page.
To ensure we resonated with the Korean audience, we conducted thorough research on Korean home entry practices and footwear habits. We discovered that most Koreans have a designated area at the front door for removing shoes before entering the home, as wearing shoes indoors is considered highly unhygienic. The prevalence of barefoot walking meant we needed to showcase alternative ways outdoor pollution particles could enter the home whilst emphasizing the exceptional efficiency of our carbon fibre filament brushes for capturing even the smallest particles was crucial.
TVC
Product overview page
Our TV commercial and display ads seamlessly steered consumers towards our product overview page. There, we showcased the Dyson V11’s supremacy through captivating illustrations and in-depth explanations of our 5-layer filtration system. The landing page educated users on particle sizes and the distinctive advantages of each filtration layer, we effectively addressed the Korean market’s concerns regarding a cleaner, healthier home.