logo abad

Fully Automatic Coffee Machines

Background

De’Longhi is a global coffee authority. Born from Italian passion and craftsmanship, its collection of fully automatic and pump espresso coffee machines brings the world of coffee to our homes. Discover the bean-to-cup journey with De’Longhi.

The Brief

Launch of Magnifica Evo in Singapore and Malaysia

Develop a marketing campaign in Singapore and Malaysia for the Fully Automated Coffee Machine (FACM) range

The Challenge

Convert capsule coffee machine users

The Solution

Matching Unmet Consumer Needs

De’Longhi’s market research revealed, “convenience”, “taste” and “variety” as the top ranking factors in driving brand preference and conversion. While most coffee machines offer single-touch buttons, consumers often have to compromise on the variety of beverages in exchange for convenience.

Concept

ABrandADay turned the market research insights into Reasons-to-Buy (RTBs). Conveying the simplicity of FACMs, we distilled the campaign message to “There’s One for Everyone”. The intent is to educate the market that home brewing has since advanced. With De’Longhi’s trademark bean-to-cup journey, enjoy simplicity at its finest, and versatility at its peak.

Go-To-Market Strategy

To drive offline-online engagement, the agency conceived a 4-month marketing plan consisting of out-of-home advertising, partnership marketing and digital amplification.

Scope Of Work

46 Kim Yam Road, #04-09

The Herencia, Singapore 239351