Efficiency: it's all that Dyson stands for. It was the motivation behind James Dyson's first bagless vacuum cleaner. Efficiency is not only shown in their inventions but in their buildings, their people and the communities that they’re part of. The Dyson vacuum cleaner is a prime example of efficiency. It is lightweight, versatile and powerful for cleaning here, there and everywhere.

To showcase the efficiencies of the product to families who are searching for an intuitive cleaning equipment, we partnered with Dyson to create a spontaneous and fun family experience in the heart of Singapore’s biggest mall.

In order to create an idea that is both exciting and communicates Dyson’s value, we thought about their brand value which is efficiency. Efficiency and speed are closely related. Hence, we derived the idea of a racing game which merges the two concepts together. The fringe activities were hyper-targeted at triggering brand curiosity in shoppers to have plenty of hands-on participation and interaction with the Dyson V8 products.

We built a race track using different floorings commonly used in homes and sprinkled some food debris on it. People raced on the track using the Dyson V8 to clean up all the debris. As a result, this interactive experience connects people together and allows them to get a first-hand feel of Dyson’s brand value.