Following The ONE for Coffee Lovers and There’s One for Everyone campaigns that introduced the concept of a bean-to-cup journey to Singapore and Malaysia, De’Longhi looked to bring in another range of its masterful machines to the regional market: Dedica.
Priced at the lower end of the brand’s catalogue, the Dedica range is an appealing starter machine for recent homeowners or those new to coffee making. Its compact size and variety of bold and muted colours speak to a younger audience, for whom aesthetics and practicality greatly influence their purchase decisions.
To spark a connection with this crowd, each colour of the De’Longhi gamut was profiled individually. We appealed to the consumers’ lifestyles, be it their love for coffee, their preferred interior décor, their go-to activities, or even their hobbies.
Beyond a coffee machine, Dedica was to become a representation of its owner’s exquisite taste. As such, apart from showcasing the vibrant shades available, the key visuals doubled up as mood boards for the social media campaign, ensuring that each hue’s identity followed through in the influencers’ postings.
Particular colours were defined to match certain personalities, so that Dedica could be depicted as the “showpiece” of one’s home, allowing customers to portray these elements of their disposition to others. One could easily identify a shade that would represent them, fostering a deeper connection between the brand’s offerings and coffee enthusiasts.
To help to-be consumers envision what the coffee machines would look like in their own homes, we launched a #DedicatedtoMe artificial reality (AR) filter on Instagram. This allowed each person to virtually “place” the Dedica in different spots around the house to find the best location for their brand-new brewer.
