- 190 m² promotion area in a prime location
- Dyson products to try out
- Extensive range of information and advice
When it comes to convincing new customers of its innovative products, the household appliance chain Dyson likes to rely on a simple but effective concept: it invites the curious to try out the new innovations for themselves. This was also the case at the Westfield Donau Zentrum in Vienna. In May 2019, the British company set up a stand in the popular promotion area on the Arena Plaza. The open, light-flooded area directly under the glass dome, the mall’s trademark, is one of the busiest meeting points in the centre and is therefore in high demand for unique promotions.
This is where the brand known for its useful tech tools also presented its extensive product portfolio. The range included many daily essentials, from the trademark “Vacuum Cleaner V11” – the hoover that does not need a bag – to the multifunctional hair styler “Air Wrap” and the stylish designed air purifier and humidifier “Pure Humidify + Cool”. The interactive event in the Vienna Mall gave interested visitors the opportunity to become familiar with the products and see the benefits for themselves.
Customised brand staging at a popular location
With its colourful visitor mix of locals and capital city tourists, the Westfield Donau Zentrum has already proven to be a top destination for unforgettable brand presentations. For example, the technology company Samsung benefited from the unique atmosphere during the presentation of its latest smartphone. Visitors come to the modern centre to be inspired by the latest trends and have plenty of time to spend there. The chic ambience with its industrial look, the multitude of different digital and analogue advertising media and the spacious event areas leave nothing to the imagination when it comes to creative product presentations.
This was something Dyson knew to use for its own benefit and so the company provided various demonstration points on the 190 square metre area of the all-black and white promotional stand. Brief product videos illustrated all the functions of the household and beauty innovations to the visitors, who could also find further informative details on flyers provided at the stations. Experienced promoters were available at the stand for personal advice and they had their hands full every day, resulting in plenty of brand exposure in the centre, which has more than 19 million visitors a year.
A repeat of the big rush
In fact, the event was so popular that Dyson decided to continue its roadshow in another URW shopping centre. In autumn 2019, the brand moved to Westfield Shopping City Süd on the opposite side of Vienna. Again with a very great response as the demand for the brand’s stylish yet functional appliances just won’t decrease. So in August 2020, it opened Austria’s first permanent demo store there. Incidentally, this is not the first time that the company has successfully promoted its products in a URW mall – the company’s first store in Westfield Centro in Germany also exceeded all expectations on its opening day.
If you also wish to try out the unique possibilities for unforgettable events, brand appearances and product presentations, our Commercial Partnerships Team is happy to assist you. Together with our partner agencies, we will help you make your individual ideas come alive.