De’Longhi is a true global player and a world-leading brand in the field of fully automatic coffee machines. In addition to further growth in market share, De’Longhi wants to position itself in the wider world of coffee as a true expert in enjoyment and quality – beyond the classic coffee machine segment.

The established industry term ‘rich coffee culture’ is both key and challenge: regular coffee lovers hold great potential for brand growth across almost all countries. However, the way coffee is prepared and enjoyed varies greatly from market to market.

The communication requires a strong ‘vehicle’ that is already globally known and accepted. De’Longhi found it in Brad Pitt.

However, the use of ambassadors in storytelling must go hand in hand with a global media strategy.

This way we can meet the requirement of telling an emotional brand story, whilst building awareness and visibility among coffee connoisseurs and enthusiasts.

Reach is the guiding principle here! The core of the media strategy was therefore a premium moving-image approach across all markets involved.

The communication however still had to take into account the globally heterogeneous media landscape and local specificities. While the key strategic pillars varied minimally in the more than 40 countries involved, markets were still able to tailor the media execution to local needs. An internationally connected and yet individual roll-out of the new ambassador campaign. Or in short: Democratize PERFETTO.

Focusing on the understanding of local coffee culture maturity and consumers, the media execution followed the guiding principle of both HARMONIZING as much as possible and CUSTOMIZING as much as needed.

Harmonize: All-integrated video planning

The requirement of the moving-image strategy was adapted in each country - in line with the target groups of classic TV, digital video and predominantly digital OOH.

In addition to the ‘classic’ placements in the individual channels, attention-grabbing special TV-formats and implementations were used and contextually empowered.

A central global dashboard ensured the skillful positioning of the brand messages, taking the respective national market conditions into account. Adjustments were made almost in real time.

Customize: Expand into local coffee moments

In order to increase the reach and emotional visibility of the campaign, the execution also included numerous fully fledged special stagings, such as a branded newspaper kiosk in Milan and pop-up store in Warsaw.

The global ‘Perfetto’ campaign Thanks to our global central coordination and dashboard-based targeting, we managed to generate a perfect international campaign launch for De’Longhi in over 40 countries.

With a ‘perfetto’ outcome.

The international results are outstanding and show an uplift in all metrics:

Website traffic +44%

New users +49%

Online sales +46%

Organic search +45%

Google trends +70%

Brand consideration +10%

Brand perception +19%

Product familiarity in the target group +28%

In addition to the more than impressive results the campaign generated a significant organic reach thanks to a multitude of PR messages as well as social postings.

Many newly won coffee enthusiasts now enjoy their favorite coffee specialty on the couch, while working from home, or relaxing on their own balcony.