DeLonghi launches new machine with Barista-less Cafe experiential campaign
Coffee machine brand DeLonghi has launched a new fully automatic coffee machine PrimaDonna Elite with an experiential campaign which saw a cafe, minus the barista, serve free coffee.
The campaign, created by Magnum & Co was aimed at demonstrating the machine’s barista-quality coffee at the touch of a button with customers invited to create their own coffee using nothing but their fingertips. The machine is operated via the DeLonghi Coffee Link app which is available on iPhone and Android.
DeLonghi Australia category marketing manager Helen Finlayson said in a statement: “The PrimaDonna Elite launch is all about introducing consumers to the idea that they can enjoy barista-quality coffee from the comfort of their home.
“We don’t want to just tell consumers about it, we want them to discover it for themselves – the feedback we’re seeing on social media and in the media has been overwhelmingly positive and we look forward to continuing to roll-out the campaign over the coming weeks.”
The Barista-less Cafe is part of a multi-channle campaign for the PrimaDonna Elite launch.
Magnum & Co partnered with Our Friends Electric for the production partner for the pop-up build and led the supportingh PR amplification program.
A digital campaign, along with an integrated EDM and social media, is being led by Focus Creative.
