With no new product news to earn attention, we were tasked to boost interest in the premium machine, De’Longhi PrimaDonna Elite, ahead of the Christmas key sales period. To make the already-launched coffee machine stand out among coffee lovers, Golin explored the data and insights that many coffee enthusiasts in our demographic stood out for having a love of cycling.
We opened London’s first coffee cycle-thru – The Espresso Way – using PrimaDonna’s innovative technology to make coffee-on-the-go exactly how commuters want. We supported new of the opening with research into Brits’ coffee habits, including that one in five Brits spend four working days every year waiting for their coffee. We then enlisted cycling champ and coffee enthusiast Sir Chris Hoy to open the cycle-thru. We served over 1.3K coffees over a few days with cyclists queueing over an hour before opening to experience the unique café concept and drove over 100M in editorial reach with high-quality coverage in nationals including the Telegraph, Metro and Evening Standard and three prime-time broadcast spots on Good Morning Britain and ITV News. Our influencer and social content reached over 2M people.