De'Longhi redefines consumers' coffee experience at home with new campaign

Coffee machine brand De'Longhi has collaborated with 10 local coffee shops and baristas to take consumers on a journey through the various coffee flavours available in Hong Kong with its new product campaign.

Done in collaboration with creative agency WeGlow Hong Kong and media agency Fabcom, this campaign aims to elevate coffee enjoyment at home by introducing De’Longhi’s new product - Rivelia, an innovative coffee machine with compact size and switchable hoppers.

Featuring a new and innovative compact design that incorporates the Bean Switch system, the coffee machine aims to allow coffee enthusiasts to explore a wide range of flavours from around the world with ease.

The campaign targets coffee lovers aged between 25 and 40 who are passionate about experiencing the art of coffee brewing at home and those who have concerns about limited living space.

The campaign also features a one-minute video ad, which saw a coffee enthusiast trying out various coffee flavours with the new Rivelia coffee machine. It also explained the uniqueness of each coffee bean during roasting and harvesting. 

In terms of marketing strategies, a spokesperson told MARKETING-INTERACTIVE that they revolve around collaborating with local coffee shops and roasters to celebrate and showcase the vibrant local coffee culture.

“This collaboration will provide coffee lovers with the opportunity to explore a diverse range of coffee flavours and easily replicate them at home using the innovative Rivelia coffee machine.”

To maximise its reach, the campaign features a diverse range of communications, including online videos, social media content, and the "De'Longhi RIVELIA COFFEE LOUNGE" pop-up store at K11 MUSEA from 22 March until 21 April.

This exclusive pop-up store offers consumers a chance to personally experience the innovative RIVELIA coffee machine and uncover their ideal coffee routine. Additionally, workshops hosted by the partnering local cafes' baristas will showcase their signature coffee beans, allowing participants to fully immerse themselves in the joy of home coffee-making and discover the distinctive flavours first-hand.

"We believe that the process of coffee, from planting and harvesting to roasting, deserves to be taken more seriously. That's why we have partnered with local cafés to offer unique coffee beans prepared by award-winning roasters, so you can use the RIVELIA to switch and enjoy various local flavours at home," said Winnie Ho, commercial director at De'Longhi Hong Kong.

"We are thrilled to partner with De'Longhi in developing this immersive campaign, redefining the coffee experience and inspiring coffee lovers to brew their own perfect cup at home," said Florence Kong, managing director at We Glow.

De'Longhi is the global brand that offers consumers innovative products with a unique combination of style and performance. Born in 1974 as a brand of electric radiators, De'Longhi has created iconic products such as Pinguino and Tasciugo, Sfornatutto and Rot-Fryer. De'Longhi offers innovative appliances for comfort, home cleaning and kitchen. Within the latter segment, coffee machines currently represent the heart of the brand.

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