Dyson makes a clean entrance at the Westfield Centro

Key Facts

Extensive media campaign for the shop opening
Huge poster on the multi-storey car park
Use of the various advertising media in the Westfield Centro

The best way to understand our technology is to experience it for yourself! This is the idea behind Dyson’s demo store concept. With this vision, the company also moved into a shop in Westfield Centro in summer 2019. It was the first store in Germany next to the headquarters in Cologne. To make the opening a success, the household appliance chain advertised in several places in and around the busy centre: XXL banners, flags and inserts on the numerous LED screens in the mall invited visitors to get to know the newcomer’s products.

From air purifiers to hair straighteners: Dyson’s product range includes a whole range of technical tools that make everyday life easier. However, the vacuum cleaners, which also manage without a bag thanks to a sophisticated technology, are a special trademark. They helped the British company achieve a leading position in the industry worldwide. The hair styling aids, air conditioners and room lights also impress with their incomparable functionality and chic design.

Clever combination of different media

In the highly frequented mall in the heart of the Ruhr district, the technology specialist meets a diverse audience with its products. 15 million visitors come to the shopping and leisure centre every year. Many travel especially from the region to be inspired by the latest trends in the modern mall. Special promotions and presentations meet interested shoppers here. It was here that Dyson found the ideal setting for a varied media campaign. A large-format poster at the car park appealed to customers even before they started their shopping tour. In the centre they encountered flags. The UDS, the impressive 360° LED screen, was also part of the promotion for the move into the mall.

The huge Dyson poster on one of the Westfield Centro's multi-storey car parks could be seen from some distance away - not only by visitors, but also by motorists in Oberhausen's Neue Mitte district.

A highlight all around: the 360° screen, the UDS, were also part of the media campaign on the occasion of the shop opening.

Large-format flags like this one in the central dome drew customers' attention to the new opening of the Dyson demo store on the ground floor of the centre.

Spotlight also on events

The overwhelming response exceeded all expectations: On the first day, more than 1,500 curious customers came to the store. And the rush continued. In its first year in Oberhausen, Dyson recorded over 230,000 visitors, 19,000 product presentations and 5,000 hairstylings. In order to be at the centre of attention on a regular basis, the brand was present at numerous events in the centre: For example, it was in the heart of the hustle and bustle with a stand when the Middle Dome became a catwalk at Fashion Days. The local team definitely achieved its goal of increasing its presence in the region around the German headquarters in Cologne. And what’s more: with a third demo store in Hamburg, the company has now expanded even further in Germany.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. At Westfield Centro, you are sure to attract the attention of your target group, whether it’s events for product presentations, pop-up stores or stands for brand staging.

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Clever combination of different media

Spotlight also on events