Key objectives to launch the Dyson Airwrap Styler included hands on demonstrations amongst consumers and media as well as same day mass awareness and talkability. But with a strict global embargo lifting in New York, it meant our Australian launch timings (10am) would miss same day news opportunities and delay consumer awareness. How did we beat this challenge? By creating news that built hype amongst consumers and media, without revealing a new product – we announced Dyson’s first ever Australian pop-up Salon, which also acted as a venue for secret media briefings. A blacked out venue and countdown clock teased media and passers-by until product was revealed when the doors were opened by influential Australian Stylists. Consumers could book free styling appointments, trial and even buy the product. The results – smashing all KPIs, sales and an extension to the pop for an additional two months.