De’Longhi

Creating a buzz in the heart of London

Learn all about our campaign for De’Longhi in Canary Wharf and discover how the brand saw £50,000 in sales in a week, following the campaign.

The challenge

De’Longhi has garnered a solid reputation for its high-quality home appliances – and in particular, for its industry-leading coffee machines. But how do we locate the public and educate them on the brand’s premium range?

The coffee brand had recently launched its new Bean-to-Cup machines, providing consumers with the sensory experience of a coffee shop but in the convenience of their own home.

Our challenge was to communicate the speed, ease, and quality of the product to their target audience through a robust product sampling strategy.

The strategy

Due to the value of De’Longhi’s product (retailing at £2,700), we first considered which location could provide access to the desired target audience; individuals with above-average income and an appreciation of good coffee. Canary Wharf proved the perfect spot. As one of the UK’s leading business districts and London’s financial hub, it offered the right target audience and ample footfall for an immersive sampling experience.

To showcase the innovative and easy-to-use technology, we treated busy commuters to a caffeine boost in our three-day takeover of Canary Wharf. As well as a two-week media takeover of the tube station, we created a ‘stop and notice’ premium coffee experience. It boasted three large pop-up tents and enlisted the support of dedicated, knowledgeable staff who stood ready to hand out De’Longhi branded coffee samples.

As our brief demanded, the experience truly aligned with the values of De’Longhi and resonated with their target customer.