Dyson wanted to launch the Dyson V10 on a big scale in the Netherlands. The question was whether we could generate exposure around the launch of the new vacuum cleaner among both a male and female target group and also demonstrate how the technology behind a household product could significantly impact your daily life. For the launch of the Dyson V10 in the Netherlands, we invited 25 prominent male celebrities, social influencers and influential journalists.

The event was organized on Pampus, a monumental fortress island off the coast of Amsterdam with 400 years of traditional Dutch history and adventure. The fortress on the island has been transformed into a true Dyson paradise, including a life-size blow-up of the Dyson V10 and Dyson surf all over the island. The gentlemen were picked up from a central departure location by speed boats and on arrival they were received with champagne and snacks and shown around the island. The evening officially started with a presentation by Dyson and a delicious sit down three-course dinner at a beautifully decorated long dinner table. After the dinner the group was divided into four groups and four competitive activities were played with the Dyson V10. The competitions produced hilarious images and the winners of the competition were offered a bottle of champagne from Dyson. The guests went home with the V10 vacuum.