Dyson beat the heat campaign
During heatwaves, most people search for one thing: relief. But temporary fixes like cheap fans overlook a bigger issue — the quality of the air we breathe indoors. With Dyson’s "Beat the Heatwave" campaign, I set out to shift that mindset.
Details
Campaigns
Advertising
Overview
Problem
During heatwaves, consumers rush to buy cheap fans, unaware that these products offer little more than temporary relief. What they often overlook is the impact of poor indoor air quality on their health — especially during extreme heat when pollutants concentrate indoors.
Solution
Dyson purifiers not only cool your space but also significantly improve indoor air quality. Our campaign educates consumers at the moment of intent — targeting high-volume search terms like “fans” during hot days and nights. By dynamically tailoring ad messaging to the time of day, we capture interest and shift consideration from basic fans to Dyson’s advanced air purifying solutions.
Key Features
Temperature targeting: Targeted banners that appear during the customers location when there is a heatwave out of home and on the website hub.
Website banners: Campaign specific banners located throughout the website such as redirect from the fans page to purifiers for upsell, temperature messaging on purifer pages that promotes the unique technology of the specific product.
Campaign page: Dedicated page to educate customers — covering topics like allergy and air pollution awareness, how Dyson’s purifiers provides relief day and night, tips for staying cool during heatwaves, and full product listings.
Comparison adverts: Raised awareness that standard fans can circulate dust by including animated display ads, targeting users searching for fans — highlighting Dyson’s cleaner, healthier alternative.
