Establish De'Longhi in the ‘Rich Coffee Culture’
Challenge
The coffee industry’s well-known concept of the ‘Rich Coffee Culture’ is an opportunity and a challenge alike:
regular coffee drinkers bear considerable potential for brand growth across nearly all countries. Coffee preparation habits, however, vary from nation to nation. This is reflected, for instance, in the status and growth rates of the coffee machine and bean-to-cup coffee maker segment. Switzerland already has an established market of at-home coffee drinkers, and espresso is an everyday treat for many. Nonetheless, convincing the public of the benefits of a quality bean-to-cup coffee maker has proven challenging. This is particularly due to their higher price compared to capsule and filter coffee machines.
Additionally, competitive marketing in the segment of bean-to-cup devices is entirely product-based. This limits the actual impact of advertising campaigns and fails to make use of the full potential of coffee consumers.
Perfetto Lovebrand
Solution
De'Longhi needs to transcend the communication boundaries that have been restricting effective advertising in the coffee market. To move away from pure product marketing, it requires a communication strategy that emotionally appeals to consumers, making them excited about the De'Longhi brand, and emphasises its expertise in the field of extraordinary, high-quality coffee preparation. This ought to be separate from the company’s previous endeavours to establish coffee machines and bean-to-cup coffee makers in the various countries.
The World of Coffee
Consequently, the spotlight must move from the product itself to its positioning. This takes approachable storytelling that can positively persuade people across more than 40 countries worldwide, all of which have their own coffee cultures, and contribute to the company’s essential brand and growth objectives.
Perfetto Match
Effective communication needs a very strong agent with an established global position and wide acceptance. De’Longhi has found the perfect person: Brad Pitt. To tell an emotional brand story and build a broad, high-profile stage for all coffee connoisseurs and enthusiasts, however, the use of this ambassador within the storytelling process must match local media strategies.
Perfetto Launch-Strategy
Reach is the key principle. This is why the initial launch of the media strategy will take the shape of a video campaign. It will be homogeneous and pursue the strategic approach of high reach and emotional appeal. All communication in this field must take the heterogeneous media landscape into account, especially when it comes to video content.
Perfetto Execution
During the execution of the campaign, an experienced and well-coordinated team flawlessly applied its planning and implementation skills.
It expertly translated the requirements for the video strategy to the corresponding channels, appropriately addressing the target group through traditional television, digital video and OOH.
Alongside these conventional channels, high-profile special advertising formats were used. For example, attention-grabbing station tips on television and, in the out-of-home segment, an oversized poster displayed at Zurich’s famous, high-footfall Bahnhofstrasse and POS posters around the most important De’Longhi retailers. This generated major visibility and attention.
Sustainability? Perfetto!
After the oversized poster came down, it was cut up and turned into 80 branded bags for the company’s employees.
Key Facts
"We have implemented a 360-degree cross-media campaign with De'Longhi , making use of the full gamut of media formats. Our sustainability effort of turning the oversized poster at Zurich’s Bahnhofstrasse into 80 bags for De'Longhi employees makes us especially proud."
Senior Account Manager
Mediaplus
Key Takeaways
#1
A perfectly coordinated cross-media campaign increases effectiveness exponentially.
#2
A premium ambassador such as Brad Pitt significantly boosts attention.
