Project Overview
De'Longhi has a wide range of coffee machines and a heritage of high-quality Italian design. Typically, purchasers of their automated coffee machines are coffee enthusiasts. With the launch of the new PrimaDonna Elite we wanted to broaden the reach and convince coffee drinkers that barista quality coffee can be achieved at home.
De'Longhi were so confident in the quality of coffee that the machine produces, that we hit the streets with a blind taste test…
Project Commissioner
Project Creator
Team
Designed by: Focus Creative
Production: Focus Creative
Video director: Jenni White
Sound engineer: Liam Gordon
Creative director: Carlos Jonmundsson
Stylist: Maria Whiting
Project Brief
Our brief from De’Longhi was to support the launch of the PrimaDonna Elite Fully Automatic Coffee Machine in the Australian market and communicate:
1. Barista quality coffee at home is a real possibly, the PrimaDonna Elite dispenses coffee first, followed by milk; for the perfect barista-quality coffee at home.
2. There are no limitations; the PrimaDonna Elite produces coffee recipes to suit everyone’s tastes. Personalised recipe settings can then be saved.
3. The machine is easy to use with new colour touch display
Project Innovation/Need
Australia has a strong coffee culture, and popular perception is that barista coffee is far superior to a coffee produced by a fully automatic machine. To drive purchase of the PrimaDonna Elite which is a top of the range machine, we needed to convince our audience, that it could produce great quality coffee, rivalling that of the local barista.
We set up a blind taste test in a popular café in Circular Quay, Sydney. Throughout the morning rush, visitors were offered a free coffee if they undertook the taste test. They were given two coffees in identical cups; one made by the barista and one from the PrimaDonna Elite and asked to pick their favourite. We filmed the results and crossed our fingers behind the scenes that the machine would live up to its reputation!
Design Challenge
The video needed to be authentic to be believable. It was vital to capture genuine responses from our coffee tasters. We had one opportunity to capture each taster's response on film; and need to manage surrounding noise and activity within the cafe.
Another challenge was shooting the footage to ensure no recognisable faces in the background, due to model release restrictions.
The video also needed to communicate the versatility of the machine, and the pouring of coffee before milk using just one touch; without distracting from the overall message
Effectiveness
4.14million impressions were delivered across Facebook, Instagram and YouTube, and 889,000 video views. Of these 135K (15%) were complete views
Across all channels, we delivered 1,890 clicks to the product website.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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