The advertising campaign on the Tube will culminate in the sponsorship of Oxford Circus station, where platform friezes, corridor posters and escalator panels will dominate the entire site for four weeks in December.
The campaign reinforces Dyson's "no loss of suction" strapline and compares a colour photo of the new cleaner with shadowy outlines of a selection of other bagless cleaners, stating the extent to which they lose suction.
Dyson chose to launch the Telescope campaign in London because the capital accounts for 30% of its UK cylinder vacuum cleaner sales, and because the target audience for the compact cleaner is people living in small flats with limited storage.
The campaign was created by Dyson's in-house team with independent advertising consultants Tony Muranka and Peers Carter.
During Oxford Circus station's busiest four weeks of the year, Dyson will be advertising on 91m of posters in the corridors leading to the main escalator atrium and 133 escalator panels. The ads are also running on 98-sheet and 48-sheet posters along station platforms throughout the London Underground.
Marketing director Jo Field said: "This campaign helps people understand the key technology on all Dysons before deciding on the particular model that suits them best."
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