Saeco

Rispetto Per Il Caffé


Problem

The majority of consumers don’t care about the technical details of coffee machines.


Insight

Most of us only care about good tasting coffee.


Solution

Rispetto per il Caffè. Good tasting coffee comes from respecting the bean and the coffee that comes with it. Using a Saeco machine is a theatrical experience, not a technical experience. The lights, design and creation process is inspired by an opera theatre. So we embraced that throughout a 360 campaign. From TV ads to social and digital cut downs.


Success 

Shifting the strategy from product technicalities to embracing an experience of respect for coffee resulted in one of Philips highest consumer testing scores before the campaign launched.

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