To help DéLonghi launch its PrimaDonna Elite fully automatic coffee machine to the Australian market, it has unveiled the #baristalesscafe experiential campaign via Magnum & Co and production partner Our Friends Electric.
The #baristalesscafe experiential campaign is based on the solid insight that the machine is able to craft barista-quality coffee at the touch of button and consumers were invited in to discover the technology first-hand.
Kick-starting in Sydney, the #BaristalessCafe has served free coffee to 3,908 consumers over a three day period, with customers invited to create their own personalised, barista-quality coffee using nothing but their fingertips. The machine is operated via the DéLonghi Coffee Link app, available on iPhone and Android, or directly from the machine’s digital display.
The Barista-less Cafe has now landed in Federation Square in Melbourne, where it will pop-up from the 13th to 15th April, serving free coffee over the three day period and inviting consumers to win a PrimaDonna Elite machine by sharing their coffee moment using the hashtag #baristalesscafe.
The Barista-less Cafe is part of a multi-channel campaign for the PrimaDonna Elite launch that engages directly with media, customers and retailers alike. Magnum & Co partnered with Our Friends Electric as its production partner for the pop-up build and led the supporting PR amplification program. In addition, a digital campaign, along with integrated EDM and social media is being led by Focus Creative.
Says Helen Finlayson, category marketing manager, DéLonghi Australia: “The PrimaDonna Elite launch is all about introducing consumers to the idea that they can enjoy barista-quality coffee from the comfort of their home. We don’t want to just tell consumers about it, we want them to discover it for themselves – the feedback we’re seeing on social media and in the media has been overwhelmingly positive and we look forward to continuing to roll-out the campaign over the coming weeks.”