In addition to strategic integration in programmes including Friends, Will & Grace, ER, Ellen, Clean House, and Extreme Makeover: Home Edition, the Dyson story was presented to a largely male audience on the Discovery Channel show, BIG! An episode was dedicated to building a 16 foot Dyson. Tech minded men learned how the Dyson worked from a Dyson engineer. The super-sized Dyson was inducted into the Guinness Book of Records. Reaction to the BIG! programme was so powerful that copies were forwarded to Dyson sales offices worldwide.

So was bigger better? Key consumer insight coupled with strong brand integration and innovative execution increased product demand, awareness and recall, and most certainly contributed to the fact that Dyson sales exceeded 2004 sales expectations by more than 300%.