Dyson | OnTrac Headphones Launch
Brought Dyson’s first cultural lifestyle activation for OnTrac headphones to life, connecting product innovation with London’s creative youth community.
The Challenge
Dyson's OnTrac headphones mark the brand's step into wearable tech that merges design, audio, and lifestyle. The challenge was to shift Dyson from a purely tech-led brand to a cultural lifestyle player, create a launch moment that felt authentic to London's creative community, and use influencers and tastemakers to amplify the event beyond the walls of the pop-up.Retry
Our Approach
We worked with Dyson to shape an activation that grounded the product in culture while keeping the brand’s innovation at the core.
- Location Scouting: Identified and secured an East London creative hub - the London Sneaker School - a culturally resonant space for a launch that blurred boundaries between tech, style, and self-expression.
- Creative Concepting: Collaborated on immersive event design that let guests experience the product hands-on, while situating Dyson within an artistic, urban narrative.
- Influencer Partnerships & Management: Curated a roster of credible creators across music, fashion, and culture. We managed partnerships end-to-end, ensuring authentic storytelling and amplified reach.
- Event Activation: Delivered an experience-led launch that merged demonstration with culture - headphones trial zones, creative workshops, and social-first content opportunities.
The results
- Positioned Dyson OnTrac as more than a headphone: a lifestyle accessory embedded in creative culture.
- Delivered strong influencer-led reach, generating authentic product stories across TikTok and Instagram.
- Elevated Dyson’s brand perception from “innovative engineering” to “culturally connected.”
Why it worked
By pairing Dyson’s technological credibility with a culturally credible environment and authentic voices, we built a bridge between innovation and lifestyle. The activation made Dyson’s entry into the audio space feel less like a product drop and more like a cultural moment.
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