DeLonghi unites vintage and digital in new experiential work via Pixolüt and MediaCom

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Icona Vintage - DeLonghi 2.jpgDeLonghi has integrated a digital and experiential execution for the launch of its vintage 50’s Italian range, Icona Vintage. From Mad Men to Great Gatsby, DeLonghi is on trend with the vintage theme and has leveraged current digital and social trends to engage with its demographic.

Knowing the target audience for Icona Vintage are active on social platforms, global agency MediaCom partnered with digital experts Pixolüt to deliver the campaign.

Instead of creating a dedicated social media page for the execution, well-known bloggers were utilised to tap into their existing fanbase, offering them a unique experience and promotion.

Collaborating with three influential bloggers in Sydney and Melbourne, fans were given the opportunity to experience an Icona Vintage makeover and meet their favourite blogger.

Icona Vintage - DeLonghi.jpgPromoted on the bloggers’ website and Facebook page, the campaign shifted from online to experiential, at locations in Sydney and Melbourne. On site, fans got to touch, see and feel the Icona Vintage range and receive their vintage makeover. The experience was captured with an Instagram photo to seal the vintage sentiment. The activations which ran in homemaker centres were facilitated through Homemaker Media.

Through a unique microsite developed for iPad, Instagram photos taken by onsite promo staff and submitted by the entrant, were pulled into a special online galleries sitting on the bloggers’ Facebook page and the DeLonghi website. Once uploaded into the gallery, those submitting photos received an email or sms linking them to their vintage makeover photo entry, giving entrants a number of social channels to share their photos- via Facebook, Pinterest, Twitter, or by email.

Overall, the campaign delivered a unique & fun digital and physical experience, built around sharing and maximising reach through social platforms.

Says Glacel Zabat, category manager for DeLonghi Australia: “We are committed at communicating to our consumers through a targeted approach and ensuring we touch our consumers in relevant media vehicles. The experiential component of the overall campaign was a great way to engage directly with our consumers.”