Campanie
General Information:
Strategic approach:
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Context: De’Longhi, world leader among espresso coffee makers, recently launched its first global campaign through partnering with an iconic brand ambassador - Brad Pitt. In line with the campaign’s headline and brand promise "Perfetto, from bean to cup" our digital approach for supporting the new communication is a perfectly designed story, crafting tactics, timings and weights in order to achieve the objectives. Leveraging on the new partnership’s potential of generating fast brand awareness our challenge was to create the most effective digital architecture that delivers mass reach but also turn the buzz worthiness into business results. Challenge & Objectives The main media objective was to create awareness and maximize reach, generate brand consideration and sales. First priority - increase brand awareness / reach Second priority - increase sales Approach We put in place a 360 media approach. The channel mix consisted of Digital, TV, OOH, Cinema and Indoor but it was digital that carried the important mission of generating measurable business results. With our core audience migrating from traditional media towards digital, we had to find ways to reach the light TV viewers and deal with a very fragmented digital environment. Digital was the central point of our strategy and we worked on developing a strategy consisting of: - choosing the right channel in a very fragmented environment. - using audience filter to reach a premium audience. - from a format perspective, focus on video. |
Execution:
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