To strengthen its position as a leader in premium home coffee experiences, De’Longhi partnered with Broadsign to launch a programmatic digital out-of-home (pDOOH) campaign across Poland during the competitive holiday shopping season.
Objective
The campaign aimed to move audiences from brand awareness to purchase intent, positioning the Eletta Explore as the preferred choice for holiday gifting in a competitive retail landscape.
Strategy
In collaboration with agency partner Salestube PL, the campaign used the OutMoove DSP to activate premium pDOOH inventory across major Polish markets, focusing placements exclusively within high-traffic shopping mall environments.
Indoor screens in major shopping malls reached consumers in high-intent environments close to the point of purchase. By concentrating on mall inventory, including spectaculars, concourse screens, and food court displays, the campaign captured the attention of gift-seekers while they were actively browsing and shopping.
Dayparting aligned ad playouts with peak shopping hours, ensuring strong visibility during periods of elevated foot traffic throughout the holiday retail season.
Creative
The campaign featured cinematic video creative starring global brand ambassador Brad Pitt, accompanied by the localized copy: “To nie tylko idealny prezent. To Perfetto” (“It’s not just the perfect gift. It’s Perfetto.”).
By combining a recognizable ambassador with motion-driven creative across high-traffic placements, De’Longhi established a memorable presence during the year’s busiest retail window.
Results
- 121% Lift in Brand Preference: The campaign achieved a significant increase in brand preference, successfully strengthening De’Longhi’s positioning against key competitors in the premium coffee category.
- 190% Lift in Intent: The campaign effectively influenced consumer behaviour, delivering nearly a 3X lift in consumer intent to interact with the brand or visit the De’Longhi website.
