The De'Longhi name is known throughout Europe for its dependability, warmth and style. For the UK, perhaps more than anything, this warmth and style reflects in its range of iconic room-heaters. For the rest of Europe, however, the brand is synonymous with the warmth of freshly brewed espresso coffee, made with stylish coffee machines that are the best you can buy.
It is this marked difference in brand perception that, in the UK specifically, De'Longhi are trying to change. Despite its envious position as the market leader across Europe for its coffee machines, the UK consumer is just starting out in their appreciation and understanding of the brand and of what makes a great cup of coffee.
Rika was asked to help De'Longhi better define and reach its UK audience, communicating the values and passion of this distinctly Italian, yet global, brand.
Our priority was to help build awareness of De'Longhi's coffee products and, in particular, the range of sophisticated Bean to Cup, fully-automatic machines that are its flagships.
As is common to many of our projects, we started with Insight activity, establishing a clear picture of the brand's history, ethos, values and market position. Then, hands-on with the products themselves and working-up a detailed profile of the current customer using existing first-party data sources.
Finally, analysis of data and outcomes from previous marketing and promotional campaigns which had been run by De'Longhi's global media agency, and a review of De'Longhi's UK web estate.
The findings allowed the development of strategic recommendations, covering audience profiling and behaviours, creative execution and messaging, UX and campaign KPIs.
Working closely with the media agency and De'Longhi's UK and Italy-based teams, we collaboratively worked a series of improvements and test/learn activities into De'Longhi's Winter and Christmas 2017 campaign.
Learnings from the Christmas campaign were subsequently used as inputs to develop the overall marketing strategy for 2018, deploying new creative and helping meet ambitious business objectives for the brand.
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