Digital PR
The famous Italian dessert by Lavazza!
Background
As part of a PR operation addressed to the Journalistes des Arts de la Table, Lavazza France wanted to announce its partnership with the Michelin-starred Chef of the Four Seasons Hotel George V Paris, Simone Zanoni, in suitable style. So for the 2017 Christmas period, Zanoni revitalised the famous Italian dessert, panettone, with Lavazza coffee.
Challenge
How would we surprise a highly-demanding target audience? How would we make the general public aware of a festive product despite all the marketing “noise” at Christmas time?
Insight
When we buy a premium product, we expect a premium experience…whatever the buying channel.
Idea
We promoted the product by offering a premium, real-time live shopping experience that followed the product from the customer’s initial order to the final delivery to their home, via online payment. Internet users followed the route of their extra-special panettone, live on an interactive map on the website, as it was delivered directly to their doors by bicycle courier.
Our work
- Tailormade photoshoots
- Website Design and Creation
- Automation marketing
- Analytics
Results
Lavaza received more than 1,000 orders in less than 3 weeks and the website was hailed by the press for its beauty and experience.
