Dedica
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
- 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 Challenge
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The Solution
Profiling of Target Audience
To guide content curation for a cohesive digital presence, we established four content verticals – Branding, Product, Promotion and People. The verticals are also expressed visually through the respective elements in the artwork design.
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
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.
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