De’Longhi Espresso Way

Challenge

Forget boring product demos – to make the already-launched De’Longhi PrimaDonna Elite coffee machine stand out among coffee lovers, Golin explored the data insights that many coffee enthusiasts stand out for both being a little impatient; and having a love of cycling. We then opened the Espresso Way – London’s first cycle-thru, self-service coffee shop – using PrimaDonna’s innovative technology to make coffee exactly how commuters want, without the wait. Hosted by cyclist and coffee-nut, Sir Chris Hoy

Impact

The activity didn’t just give commuting cyclists a boost – indeed, sales of the PrimaDonna Elite rose by 15 per cent. The cycle-thru was open for two days only and in that time we landed 53 targeted media outlets, including cycling, lifestyle and our target nationals – the Telegraph, Metro and Evening Standard. Three prime-time broadcast spots on Good Morning Britain and ITV News bulletins broadcast on launch day. All totalling an editorial reach of  over 100M.

Our influencer and social content alone reached over 2m people, while engagement on De’Longhi Espresso Way posts impressively performed 16x better than a regular De’Longhi post.

Over 1,300 cups of coffee were served over the course of the two days the cycle-thru was open, with cyclists queueing over an hour before opening to experience the unique café concept and to meet with cycling hero Sir Chris Hoy. PR was the sole marketing function in Q4 with our campaign contributing to sales of the De’Longhi PrimaDonna Elite increasing 15 per cent year on year, with nine out of ten bean-to-cup machines sold in the UK during this period being De’Longhi.

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