De'Longhi, world leader in espresso coffee machines for domestic use, launches the communication campaign in support of Dynamic Aroma Bar, the new automatic coffee machine designed to bring home an espresso like the one at the bar.
In the foreground the production of a television program "Ettore, Un Caffè Con..." which will be broadcast on Friday 20 September on Raidue, produced by De'Longhi by Zerostories (agency specialized in branded entertainment) in collaboration with Rai Pubblicità. It is a branded content operation which will be accompanied by an important advertising campaign where the great protagonist will be the Dinamica Aroma Bar machine.
“Ettore, A Coffee With…”
Presented by Michele Dalai, the TV format will be broadcast every Friday evening for six weeks in the late evening on Raidue, from 20 September to 25 October 2019, followed by reruns on the same network, with weekly appointments, until the end of January 2020. Furthermore the program will also be taken up by the Rai4 schedule with fifteen episodes lasting 12 minutes each. Rai will also support the program with a communication plan and on its social pages.
A TV and Online Video campaign
The talk show will be promoted and communicated through 30-second commercials made by Zerostories which will invite you to listen and will contain a 10-second tag dedicated to De'Longhi Dinamica Aroma Bar; they will rotate every day of the week on Raidue and at the opening and closing of the program itself for the entire duration of the broadcast.
In support of the television programming, De'Longhi will be on-air, exclusively on Rai from 6 to 26 October, with a 30-second product spot that conveys the message of espresso as in the bar now at home… created specifically for the new Dynamic Aroma Bar range,
In addition to a focus on the characteristics of the machine, which grinds the beans on the spot, the commercial will also communicate the promotion active on the product from XNUMXst October: a year's supply of coffee with the purchase of a Dinamica Aroma Bar.
The More Than 30 Seconds agency oversaw the production of communication materials, while the planning and purchase of the spaces are managed by Media Italia.
15-second web pills will be extracted from the episodes of the television program which will be disseminated on the net within online articles, diversifying according to the target of the guests protagonists of each pill, in the weeks of television programming to broaden the visibility of the project .
