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

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



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

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.”

 

Latest News

Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?