Student Work Completed for the Book Shop School for Ads.
Some Things are Certain
The world is unpredictable. Every day, faced with twists and turns. Things unprepared for. Things that have the power to damage our rhythm. So when we can have certainty, it matters. Dyson is engineered to be a constant in the chaos. Perfect hair from root to end. Scientifically-backed precision. And with repeatable results. Every. Single. Time. You’re okay when life changes on a dime. Because with Dyson. Some things are certain.
Bad Hair Day Hat Retirement
Since you can't prepare for a bad hair day, humanity has discovered a quick fix: the trusted hat. But nothing needs to last forever, and it's time for a solution. With SuperSonic's promise of certainty, we're encouraging you to #RetireTheHat.
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​We'll kick off this social campaign by sending Hat Retirement Kits to popular hair influencers. They'll include a SuperSonic, styling guides, and all the materials needed to build a bad hair day memorial display from home. They will then document their process and invite followers to pre-order their own retirement kits with affiliate discount codes.
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Because when perfect hair becomes a surety, bad hair day hats become relics of the past.
No Stress Rain Check
Life doesn't come with many promises. Which is why we made ours. But when people purchase a SuperSonic, they don't just want to look good; they want to feel good. ClassPass is a way to explore what kind of fitness works for them; a journey Dyson supports.
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Introducing No Stress Rain Check, a collaboration between Dyson and ClassPass that embraces the unpredictability of life. To support the twists and turns thrown people's way, we'll cover any late cancellations for SuperSonic owners within the 12-hour window when fees apply.
Because when life changes with a gust of wind, plans can change in 12 hours. And we still want people to be motivated and feel their best, even if there's a bump in the road. No bumps in the hair, though.
Certifiable Haircare Pods
Hair has many enemies. Wind. Rain. Humidity. It makes people question the certainty of their perfect hair in a world already so unpredictable. But we made a promise of certainty, and with Certifiable Haircare Pods by Dyson, we’re keeping it.
Pods will be placed near public transport. Around cities with infamously hostile hair climates: Miami, Chicago, NYC, Dallas, and San Francisco.
Inside? Access to every essential to keep hair certainty perfect, including a SuperSonic. And after every use, automatic sanitation systems maintain the luxurious feel. SuperSonic customers will also receive coded keycards for the pods. And exclusive access to a microsite for information on locations and reservations.
We know customers can enjoy Dyson certainty at home. Now, it’s time we provide the same certainty along their journeys.
Certainty Fund
Hair is perfectly certain in the present. Now, we can help them take a step toward a more certain future. Introducing Certainty Fund, a collaboration between Dyson and Acorns. We’re partnering with them because the smallest steps lead to the most certain results. And they make investing accessible through creating a diversified, certainty-focused portfolio.
When a customer buys a SuperSonic from our site, they’ll be given the option at checkout to create a Certainty Fund with Acorns. If they opt in, we’ll make a direct deposit of 10% of their SuperSonic order into a new or existing Acorns account. Future orders from our site will get the same 10% match invested into their account. Users will have access to their funds after a year of certainty-focused investments in both their hair and portfolio.
So while we keep hair certainly perfect in the present, Acorns will be working to create a more certain future. It’s a harmonious peace of mind that some things are, and can stay, certain.
