Saeco
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Rispetto Per Il Caffé
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Rispetto Per Il Caffé
Problem
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The majority of consumers don’t care about the technical details of coffee machines.
Insight
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Most of us only care about good tasting coffee.
Solution
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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
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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.
—
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.
