Delonghi PrimaDonna Elite
As a well-established household brand, DeLonghi sought
to broaden its online footprint in South Africa
while focusing on promoting the Prima Donna Elite, one of its premium products.
The Approach
We crafted a customer journey leveraging diverse online media.
Our approach delved into the mechanical features of the
Prima Donna Elite, such as its Bluetooth capabilities
and the rich froth it produces. Additionally, we considered
consumer-driven insights, exploring emotions
before and after enjoying a cup of coffee.
By combining compelling visual elements and well-crafted copy,
our goal was to enhance brand
Online Design Portfolio:
Google Display
Facebook
Instapage
Google Platform
HTML5 Banner
Commencing with audience engagement on Google and Facebook platforms,
we guided customers to the Instapage through strategically placed ads.
The HTML5 banner concept revolves around personalizing
the coffee experience, all within the constraints of the 150KB limit.
Facebook Platform
Carousel Ad
I aimed to highlight various facets of the Prima Donna Elite
in this carousel ad. It blends the mechanical features of
the machine with the emotional connection we share with our coffee.
Email Campaigns
Design
I crafted a mailer with brief copy to convey the essence of the
Prima Donna Elite’s coffee experience. The design aimed to seamlessly blend the
machine’s functional elements, such as achieving a thick froth,
with the emotional aspects of coffee. For instance, it focused on the joy of consistently
crafting the perfect cappuccino.
Web and Mobile Design
The focus of the Instapage and mobile design was to attract
new customers. The incentive offered was participation
in a competition to win a Prima Donna Elite, while the remainder of the page highlighted
the machine’s powerful features. This design kept things concise by emphasizing key elements
such as the Coffee Link App and the ability to personalize your coffee experience.
