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.