Increasing Bialetti coffee’s awareness
Challenge
We have two ingredients, one goal to achieve.
The ingredients are: a product, Bialetti coffee, and a well-known brand ambassador, Luca Argentero.
Our goal is to increase Bialetti coffee’s awareness to 360 degrees: on one hand, strengthening the brand positioning in the world of coffee; on the other, stimulating the customers to discover the wide range of Bialetti coffee blends.
An integrated campaign to show what makes Bialetti coffee so special
SOLUTION
The idea is to create an integrated campaign, which includes a contest, to tell people about the product and stimulate them to discover it: for every in-store purchase, Bialetti Lovers could win the opportunity of having a coffee with Luca Argentero (or smaller prizes).
We launch a video strategy set up in two successive steps: an initial contest seed step, with a clear and functional message to push the mechanics; a second hype step, in retargeting, with which we push the exceptionality and scarcity of the experience.
An immediate, simple, memorable message, conveyed on social media channels (YouTube, Facebook, Instagram), connected TV and in store.
Key Facts
“This campaign is a perfect example of our ability to offer integrated solutions and a strategic development path to an iconic and ambitious brand like Bialetti. The synergy on all marketing levers and the close collaboration between agency and company are there for all to see.”
CEO & CCO
Serviceplan Italy
Key Takeaways
#1
Ad hoc content and collaboration with a loved talent were winning choices.
#2
Thanks to the synergy between media and content, we reached the right audience with the right message.
#3
The presence of the talent made the activity more empathetic and engaging for the user.
