Airblade™ technology. At the World Cup.
Alongside the Olympic Games, there's no greater platform for a brand and its products than the football World Cup. And thanks to business development manager Adam Finn, at Brazil 2014, Dyson was part of the action.
"Latin America is relatively new territory for us," explains Adam. "Our only presence in the region is through Airblade™ technology, our hand dryers that we sell to businesses here."
It means that, unlike established Dyson markets, there's little consumer awareness of who we are, or what we do. Making even low volume deals a significant achievement – and Adam's order for Arena Corinthians truly outstanding.
"It all started when the architects of the stadium project saw the Dyson Airblade V hand dryer in action," explains Adam. "They were impressed with the performance and design of the machine."
Adam and his local distributor managed to secure a deal that wouldn't just put Dyson technology into the stadium in time for the World Cup, but also put his region on the map when the tournament left town.
On top of the 400,000 stadium visitors able to use Dyson hand dryers during the tournament, Adam's marketing and PR activity would gain global press coverage for Airblade™ technology, as well as more than 20,000 interactions across the Dyson, Corinthians and UK Trade & Investment social media profiles.
The success of the project has already led to further opportunities in the region, including a new distributor relationship in Panama. While Adam's achievements were celebrated back at Dyson HQ like a World Cup win of our own.
But the story is not yet over for Adam's Arena Corinthians deal. Fresh from utilising the exposure of the planet's second biggest sporting event, he's now preparing for the world's first.
"In 2016, the Olympic Games football tournament comes to Brazil. And I'm already working on the challenge making the most of it for Dyson in Latin America."