New De’Longhi Campaign

December 21, 2009 • 6:58 pm • POSTED BY stephen penning

De’Longhi creates products that have innovative features. Whether it is a heater that turns itself off when knocked over or a coffee machine that you can fill without having to move it. Now, more than in recent memory, people are doing more comparison shopping and looking to make quality purchases that offer them real value (imagine the last sentence with a VO from Sam Waterson). That is why our latest campaign for De’Longhi focuses on getting people to experience one of their elite lines of products – automatic espresso machines.

How? We first established a larger presence at retail with De’Longhi ambassadors who give private demonstrations of automatic espresso machines. We promote the product at the retail location in kiosks and with banners. Around retail locations where people aren’t in the direct periphery of a De’Longhi ambassador we cast a wider net with the products we promote and the mediums we use.

Online we use rich media to communicate the automatic espresso experience. People can literally test the product inside of a banner. (Here is an example of how it works – sans the banner). Once they have made themselves a virtual latte, cappuccino, macchiato or espresso they can share their beverage through Facebook using De’Longhi Sip Sender or find out where to get a private demonstration.

The early results of the campaign are positive with a huge increase in web traffic and web banner interaction out performing relevant category interaction. Data on the success of the retail demos to come. Stay tuned.