For the launch of the 'PrimaDonna Soul', Mediaplus found the ideal match for De'Longhi with the new radio broadcast on Classic 21: 'Coffee on the rocks'.
The 'PrimaDonna Soul' is the only coffee machine that easily adjusts its parameters to make the most delicious coffee thanks to Bean Adapt technology. The machine recognises the coffee bean and adjusts its settings. De'Longhi's latest innovation ensures a perfect balance in grinding degree, coffee dose and infusion temperature so that you get the perfect coffee extraction.
During 2 weeks, the listeners had the chance to win a 'PrimaDonna Soul' by playing along during the morning show with Raphaël Scaini. The listeners had to recognise a rock hit song with the help of a cut-up fragment of a few seconds.
This competition is the result of a collaboration between De'Longhi, Mediaplus and the creative cell of RMB: F.L.A.S.H.
The Mediaplus Group is the largest independent and partner-managed media agency in Germany, with offices in Munich, Hamburg, Cologne, and Frankfurt as well as branches in Amsterdam, Vienna, Zurich, Brussels Paris, Dubai, and Milan. Mediaplus combines traditional media planning with expertise in digital media, geo-media, CRM, research, and neuromarketing. Ever since it was founded in 1983, Mediaplus has been consistently synonymous with innovative and creative media-management, strategic media concepts, efficient media purchasing, and a results-oriented approach involving professional market and media research, both nationally and internationally. The agency now has around 350 employees working on behalf of clients such as Torfs Schoenen, ZipCar, Weight Watchers, Essent, Kom op Tegen Kanker,…, upholding our guiding principle that Mediaplus is the “innovation agency for brand-individual media”.