De’Longhi
A global launch with a distinctly local flavour.
For coffee connoisseurs and lovers of true barista quality, there is no better than De'Longhi.
In a country that refuses to compromise on coffee standards, De'Longhi had developed a new coffee machine; La Specialista Maestro; a machine that captured the experience's elegance and matched it with the result.
We were asked to help De'Longhi launch La Specialista Maestro to the global community. We explored coffee-drinking cultures and trends to understand consumer behaviours and identify the kind of experiences they were seeking. Consumer research helped us identify an insight; Consumers want to be coffee experts but lack time to master the craft.
We developed a campaign line that talked to the unique value proposition that La Specialista Maestro delivered: La Specialista Maestro. A coffee symphony, crafted in science.
'A coffee symphony' related to the performance of the machine; a hands-on experience where the user gets to feel like a barista. From choosing their preferred beans to grinding, tamping and extraction, the user is in control of every step. 'Crafted in science' spoke to the innovation built into the machine, the removal of complexity and inconsistency and the support the user receives at every stage.
In the 30 and 15 second launch videos, we used the visual analogy of a music conductor in conjunction with La Specialista Maestro to bring to life their parallels of performance, precision and control. The campaign was also supported by a product video, out-of-home advertising, digital campaign, social content, print advertising, retailer activity and lifestyle imagery.
The campaign launched first in Australia, before being launched globally.
The campaign assets that were created and shared globally to all markets received extremely positive feedback. While each market had the option to produce their own assets if required, De'Longhi HQ have advised that nearly all markets have decided to use the assets and strategic plan we provided, resulting in an excellent uptake across the globe.
The campaign drove 190,000 unique users to the De'Longhi website, with 56,000 unique users to the dedicated landing page in Australia. Almost half clicked through to the product detail page, indicating that the campaign messaging drove high intent. Catch-up TV generated almost 800k impressions, with over 90% of viewers watching the video to 100%, further expanding the campaign reach. On-road advertising was rolled out across 60+ sites generating a unique reach of over 10m across Australia. Large format retail screens in 24 key retail centres were viewed by an average of 70% of the total shoppers. Despite unprecedented times, the campaign achieved great success with La Specialista Maestro selling out and smashing sales records for De'Longhi.
