Nural nights: A technological and culinary fusion

Weber Shandwick MENAT and Dyson

The beauty and technology media are inundated with product launches, making it increasingly difficult to create a lasting impact. With journalists attending several similar events on a weekly basis, the risk of blending into the background is high. Additionally, many Dyson events, while successful, had started to follow a familiar pattern, reducing the novelty, innovation and excitement that the brand typically evokes. <br /> <br />Given that the Dyson Supersonic Nural was the first update to the flagship Supersonic hairdryer since its launch in 2016, it was crucial to differentiate this event from the clutter and our own repertoire. We needed to craft an event that would not only capture the attention of media but also resonate deeply with them, leaving a lasting impression that would translate into strong buzz, consumer interest and sales.