DéLonghi Launches Australia’s First Barista-Less Café Via Magnum & Co

DéLonghi Launches Australia’s First Barista-Less Café Via Magnum & Co

This week saw DéLonghi launch its PrimaDonna Elite fully automatic coffee machine to the Australian market with a memorable caffeine hit.

Rachel Wotherspoon
Posted by Rachel Wotherspoon

The #baristalesscafe experiential campaign was 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, conceived by Magnum & Co, 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 13 to 15 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 their 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.

DéLonghi Australia’s category marketing manager Helen Finlayson said, “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.”