The ONE for Coffee Lovers

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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

Evoke desirability and express a sense of luxury for DeLonghi’s range of fully automatic coffee machines

• Premium Italian coffee is best savoured from bean to cup

The Challenge

Execution of impactful OOH advertising that builds brand recall with succinct messaging

The Solution

Concept

De’Longhi’s campaign for its range of fully automatic coffee machines was planned in two phases, beginning with “There’s One for Everyone”, with the intent 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.

In phase two, the campaign presents this “peak” with De’Longhi’s Maestosa as the epitome of Coffee Machines, when it comes to desirability, luxury and of course, functionality. Set against the classic De’Longhi blue, the Maestosa truly lives up to its name which means “Majestic Queen”, and “The ONE for Coffee Lovers” was born.

Go-To-Market Strategy

The campaign was amplified with a 15-sec video that takes viewers through the bean-to-cup journey driving through a clear message – a good cup of coffee starts with fresh beans and only with a good machine, the perfect cup of coffee can be born and enjoyed.

41 Keppel was chosen as the location to express the De’Longhi campaign together with bus shelters and social media advertisements.

Scope of Work

46 Kim Yam Road, #04-09

The Herencia, Singapore 239351