Challenge
Australians know DJI for drones. Now it launches into categories other brands already own, from action cameras up against GoPro to a robot vacuum that has to earn a place in people’s homes. Being the drone company doesn’t get you considered there, and it doesn’t make you trusted.
Insight
Nobody gives up their GoPro because a drone company says so. They switch when the people they already listen to, reviewers, gift guides, breakfast TV, keep saying it’s good.
Idea
A year-round program in four beats. Every launch goes to the reviewers each category trusts, on four-week loans long enough to find the flaws too. Every buying moment, Father’s Day, Black Friday, Christmas, puts DJI in the gift guides. Every September DJI shows its new gear at IFA in Berlin, and we work with the Australian journalists covering it. In 2025, that meant the Osmo 360 on Weekend Sunrise. And DJI’s drones for mines and farms go out to regional Australia.
How it earned consideration.
Pieces of coverage across 19 launches, syndication included
1,316
Pieces for ROMO, DJI’s robot vacuum, including the AFR and CHOICE
71
Weekend Sunrise reach for the Osmo 360, out of IFA
627K+
Papers that ran DJI’s mining white paper, via AAP
73
