Dedica
- admin
- June 3, 2022
- 1:24 am
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
- To give new life to the Dedica Family Line along with the new launch of Dedica Metallics; and
- To express a personality to each colour in the range.
Dedica
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
- To give new life to the Dedica Family Line along with the new launch of Dedica Metallics; and
- To express a personality to each colour in the range.
The Solution
Profiling of Target Audience
The Dedica line is a semi-automated pump espresso coffee machine. Its compact size and variety of bold and muted colours speak to a younger audience – first-time coffee machine buyers and/or first-time home buyers. Aesthetics and practicality greatly influence their purchase decision.
Concept
Each colour was profiled individually. To spark a connection, we appealed to the consumers’ lifestyles – their love for coffee, their beautiful homes, and their go-to activities. Beyond a coffee machine, Dedica has become a representation of the owner’s exquisite taste.
The individual key visuals have a second purpose. They served as mood boards for Dedica’s social media campaign, ensuring that the visual identities follow through in the influencers’ postings.
Digital Engagement
To engage its target audience, the De’Longhi team launched a #DedicatedtoMe Instagram filter. This allowed everyday consumers to visualise how the Dedica would fit perfectly in their homes.
Scope Of Work
- Creative Direction
- Key Visuals and Campaign Messaging
- Product Landing Page
- Web Banners
- Point-of-Sale Advertising
- Social Media Artwork
- Campaign Asset Frameworks
- Campaign Ideation: #DedicatedtoMe Instagram filter
