Dyson – Experiential — Charlie Frank [Creative]

Client | Dyson

Brief | Bring the Dyson range to the Taste of London audience both through in-person demos and social content

Concept | Dyson Summer House

Results | 8,745 visitors, 425k impressions, £100k earned media value, 98% improved perception of Dyson product range

The Dyson Summer House gave visitors a ‘taste’ of Dyson’s floorcare and environmental ranges in a way that felt completely at home at the festival. Across a whimsical Kitchen, Dining Room and Summer Garden, guests could get up close and hands-on with Dyson products through playful product demonstrations, challenges and moments of relaxation. From cleaning a giant, sauce-covered plate with the latest Dyson floorcare range to creating windswept selfies with the new Dyson hand fan, every interaction transformed a product demonstration into something fun, memorable and relevant to the festival setting.

The Kitchen
Visitors were encouraged to make a mess, spilling sauces and crumbs across a giant plate before putting two Dyson wet and dry models to the test. A practical product trial turned into an irresistibly playful clean-up challenge.

The Dining Room
Guests brought their festival food finds into a modern dining space where they could sit, eat and relax. Behind the scenes, Dyson air purifiers worked continuously, while screens introduced visitors to the wider product range.

Giveaways
To support guests’ festival experience, we rewarded participation with Dyson Summer House hand sanitiser, reusable straws, and competition entries to win a product of their choice.

The Summer Garden
Guests got hands-on with the personal Dyson HushJet hand fan, using it to capture windswept selfies in the garden mirror or guide a ball through a hoop course using its jet stream. To finish, visitors could enjoy a taste of Dyson summer with strawberries grown by Dyson Farming, introducing them to a surprising side of the brand.

Influencer amplification
Taste of London is a regular fixture for food-focused influencers, so we invited home and lifestyle creators to experience a different side of the festival.
Bespoke touches, including their names calligraphed onto our giant plate and bags filled with Dyson Summer House goodies, gave them even more to capture and share. But content creation wasn’t reserved for our guest list. The playful, camera-ready activities encouraged everyday visitors to reach for their phones and share their own experience too.