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## From bean to cup: a digital experience
**The world of coffee is rich and diverse, which means it can be easy for new consumers to get lost when they embark on a coffee-drinking journey for the first time. To make it easier to navigate the different types of brewing, beans and coffee machines, De’Longhi has created a digital guide called “Bean to Cup”. With its help, coffee lovers around the world are able to learn how to make and enjoy barista-style coffee from the comfort of their own homes.**

## How to make coffee at home like a barista
Italian manufacturer De’Longhi has transformed the lives of millions of foodies worldwide. Since it was established in 1974, the brand has produced innovative products that combine style and performance. Because of the quality of its products, De’Longhi is especially valued among baristas and restaurateurs.

That being said, the Italian manufacturer’s portfolio is extensive and also includes consumer products. Its range includes Bean to Cup coffee machines for domestic use, which are designed to make the perfect espresso or cappuccino, just like in an authentic Italian restaurant.

Even though an extensive and detailed product catalogue was available on the brand’s website, De’Longhi was looking for a more advanced solution: our client wanted to educate and share knowledge in an engaging, effortless and fun way. Hard-to-digest product descriptions, filled with technical terms needed to make way for an intuitive, eye-catching and entertaining digital experience.

## Coffee for beginners – the main challenges
For those who are about to embark on their own coffee-making adventure, brewing the perfect beverage can seem like a challenge. Consumers are often intimidated by the variety that is available to them: not only is it hard to choose the right machine, but it can also be challenging to work out how to use its extensive features or to get the brewing process right. 

![DeLonghi-Rhapsody-Bean-to-cup-guide1.jpg](https://rhapsody.ams3.digitaloceanspaces.com/ce62f478fc6a518483916f8570fad5d8.jpg)

For De’Longhi, drinking coffee at home should provide as much pleasure as it would in a good restaurant! De’Longhi therefore gave Rhapsody the task of showing consumers the advantages of having a professional coffee machine in your own kitchen. We did not want to present the Italian espresso machines as a luxury good; instead, we wanted to present it as an everyday product that makes life easier and delivers an extraordinary taste experience. 

The brand’s image was a crucial aspect: we wanted to preserve its reputation as a trustworthy, undisputed coffee authority by creating a guide that highlights the best possible solution for consumers as they embark on an extraordinary coffee journey.

## A digital platform that makes brewing coffee simple (even for beginners)
A digital hub was the ideal solution for the Italian manufacturer: it was a means to present the rich world of coffee and De’Longhi’s product range in a versatile, yet intuitive way. The platform was designed to educate, facilitate the decision-making process and demonstrate that anyone can make coffee to a professional standard. 

![DeLonghi-Rhapsody-Bean-to-cup-guide2.jpg](https://rhapsody.ams3.digitaloceanspaces.com/20de69fa7c7f5014fecf365df7b62d70.jpg)

Consumers’ lack of professional brewing skills became the starting point for developing a comprehensive UX/UI strategy. This approach would allow Rhapsody to design a website that responded to the real needs and concerns of the audience.

We focused on:
- Guiding the consumer on the right purchase path
- Showing the extensive possibilities offered by the De’Longhi coffee machines
- Demonstrating the intuitive coffee brewing process

## A complete guide to coffee machines
Rhapsody created an intuitive UX that presented the portfolio in a way that was easy to read thanks to short descriptions and simple iconography. A user was able to compare machines and find one best suited to their requirements and skill level. In this way, we were able to provide a more comprehensible and accessible overview of De’Longhi’s extensive product portfolio. 

## Coffee recipes to suit a range of tastes and expectations
In order to provide consumers with a more complete and tailored experience, we also included different coffee brewing methods and rituals. The website featured popular coffee recipes, including ones for coffee-based cocktails. We designed the website in such a way that the user could easily browse the recipes and find ones that appealed to them the most. 

By inviting consumers to take part in an interactive experience, we set out to reveal a world of aromas and flavours that would encourage a love for coffee from the very first bean.

## Brewing rituals and grinding the coffee
Coffee enthusiasts are often unsure about how to go about preparing and brewing their favourite beverage. Questions such as “How to press french coffee?”, “How to use an espresso maker?” or “How to use filters properly?” come up on a regular basis. De’Longhi wanted to help people with these common queries so Rhapsody set about finding a solution.

The communication approach was based around a simple message: De’Longhi has a solution for anyone wishing to drink barista-style coffee at home. The brand will allow its customers to experience coffee on a new level.

![DeLonghi-Rhapsody-Bean-to-cup-guide3.jpg](https://rhapsody.ams3.digitaloceanspaces.com/1e434f8053cad368a6b2c344fd0b059d.jpg)

## Reviews from satisfied customers
It’s a well-known fact that consumers are heavily influenced by product recommendations. Since coffee drinkers speak highly of De’Longhi, we therefore felt it was important to include reviews on the website. When designing the site, we incorporated verified reviews from Reevoo as well as key customer satisfaction figures. In doing so, we helped to reassure the target customer that the brand’s coffee machines are not only good to start out with, but that they will also last for many years to come. 

## The De’Longhi coffee guide – a dynamic campaign that delivered
A well-thought-out UX and UI based was paired with appealing graphics and convincing copywriting (Rhapsody partnered with Total Media for this project) to meet the needs of consumers and provide an answer to their problems.

From a design perspective, De’Longhi wanted to build a platform that was user-friendly and accessible to everyone. The goal was to engage the audience and show that the Italian brand caters to every coffee lover and that, regardless of an individual’s level of expertise, they can afford and deserve a top-of-the-range coffee machine. 

![DeLonghi_Rhapsody_digital_experience_1200x628.png](https://rhapsody.ams3.digitaloceanspaces.com/aab5b88ab42447e7dad72c21eeff4053.png)

**Would you like to find out what services we can provide for your brand?**
[Schedule a free meeting](https://www.rhapsodymedia.com/contact-us) with our team and let’s discuss the possibilities.

De’Longhi’s digital guide to coffee machines

## An innovative live-streaming platform to connect brands, content creators and customers

**How do you bridge the gap between brands, video content creators and online shoppers to enhance the selling/buying experience? Live-streaming technology may be the answer. In fact, our client Divid has devised an innovative e-commerce solution for that very purpose. Its app and live-streaming platform enable shoppers to buy products and watch videos in a seamless manner.**

Divid tasked Rhapsody with finding the best visual solution to explain the benefits of its product. The solution needed to show a customer's journey and the interaction between them, brands and content creators. We therefore set out to create videos that would appeal to our client's wide and varied target group while being consistent with the Divid brand identity.

![A picture showing fashion and beauty products on the black background.](https://rhapsody.ams3.digitaloceanspaces.com/78a15119867ac64c5a2d68a735192b73.png)
### Getting to know Divid’s live commerce product
Tapping into a market need for new online shopping solutions, [our client Divid](https://www.rhapsodymedia.com/our-work/divid) has created a unique live-streaming platform to connect brands, content creators and customers. 
1. **Brands** can use the platform to join the influencer marketing space and attract new online shoppers. 
2. **Content creators** can use it to increase viewer engagement, improve their visibility and earn money. 
3. Finally, the platform enables **customers** to explore products or services in real time and make an informed decision about them. 

Divid's technology module includes two products:

- CPA: a **SaaS mobile application** where video bloggers can receive an offer from a brand, then shoot a video or conduct a live stream featuring one or more of the brand’s products. Bloggers invite their audience to Divid’s webpage or mobile application so that they can purchase goods in a few clicks while watching the live stream.

- **Live commerce**: a platform for brands to reach out to content creators with promotional opportunities. Creators can use it to post their own video or live stream to enhance the customer’s experience.

- Divid’s **live-streaming** products improve the online selling/shopping experience and the interactions between its users. However, how do you effectively transmit this message to a broad and diverse audience?

## Creating a video campaign to successfully explain the client’s product

Rhapsody proposed to create videos that describe the client's product offering through storytelling. The videos set out to show the advantages of Divid's live-streaming platform and how it can change the user experience, for example:

**Consumers** stay engaged during a live-streaming showcase without having to leave the video while they shop.

**Video content creators** gain the audience’s engagement and a commission from each sale, plus they have an opportunity to work directly with global brands.

**Brands** gain an innovative, interactive sales channel with high conversions. Plus, they get to sell their products through social networks and content creators without the need for intermediaries.

The videos had to be in formats suitable for use:
- On the client’s website and social media pages,
- In paid social media campaigns,
- In presentations during webinars, conferences, trade fairs, sales calls etc.
We therefore produced longer videos aimed at brands and content creators, and shorter videos for social media.

### Video tells a story that appeals to a diverse target audience

Divid’s product is aimed at brands, content creators and customers in Europe, the UK and Turkey. Rhapsody had to take this broad target audience into account when coming up with a solution. Using video was an obvious choice: it can be an excellent channel to transmit a message to an international audience and provides a wide variety of creative storytelling options. There was another reason for using video: telling the product’s story through dynamical visuals fits perfectly with Divid’s image as a brand that delivers a modern e-commerce solution. 

### What are the benefits of using a video in a creative campaign? 
Controlled **storytelling**. You can methodically set the pace and structure the narrative, making it simple to deliver a focused message. As a result, you’ll provide the audience with an enjoyable experience.

**Visuals**. You can use elements such as colour, data visualisation, kinetic text, animation or live-action to convey your message in a powerful or evocative way.

**Audio**. Music, voiceovers and sound effects can help you communicate tone and emotion. This can help increase your audience's emotional response.

## A comprehensive approach to creative video production

This project required Rhapsody to adopt a holistic approach as we had to handle all the stages of production:

- **Pre-production**, including concepts, scripts, castings and locations setting.
- **Production** – a one-day shoot.
- **Post-production**, including choosing the best footage, editing, preparing an animatic version of the videos, colour grading etc.
Let’s dive deeper into the specific stages.

### The pre-production stage: from the concept and scripts, through to casting and set locations

We started the project by defining our client’s needs. We asked Divid for inspiration, preferences and expectations. This stage required regular communication with the client, often via Slack and calls. We then worked through the information, brainstorming and developing several concepts for a video campaign. Once the client had accepted one of the concepts, Rhapsody’s team got to work to create the moodboards, storyboards and scripts.

![Putting make up on a model in the photo studio.](https://rhapsody.ams3.digitaloceanspaces.com/22749f4c3e86a0f3af86e97a55286c71.png)

### Working on video scripts
A dedicated copywriter created scripts for the videos. They focused on creating stories that would:

- Convey the benefits of Divid's platform.
- Be consistent with the image of the brand, i.e. one that provides an innovative and easy-to-use tool.

To achieve these goals, we created two scripts which presented simplified customer journeys from the perspective of the brand and content creators respectively. The stories showed how a merchant could use our client's technology to increase sales, and how content creators can leverage the platform to gain more subscribers and earn money. In addition to highlighting the benefits of Divid’s platform, we also showed viewers that it is easy and fun to use.

### Organising a one-day shoot

Then, we organised the one-day shoot. Preparations included:
- Casting and hiring two actors via a model agency. The casting took place at Rhapsody’s studio. We took care of all the formalities, such as contracts.
- Hiring a stylist, makeup artist and hairstylist.
- Creating the packshots for the products featured in the videos.
All this work required close cooperation with our client – who participated in the casting and the [video shoot](https://www.rhapsodymedia.com/production/photography) – as well as with the [photography](https://www.rhapsodymedia.com/production/photography) and video team.

### The production stage: shooting a series of videos in one day
We were faced with an important challenge: we had just one day for the shoot. The key to success was to get everything right in the pre-production stage. By preparing in detail and working closely with a team of professionals, we were able to complete the shoot within the allotted time. In one day, we managed to shoot two main videos – one targeting brands and the other content creators – as well as four short videos for social media.

### The post-production stage: crafting outstanding videos
The post-production stage is when the video really comes to life. It is a complex process, but with the right skills and experience, the post-production team will successfully turn raw footage into engaging, cohesive content that delivers the right message. This stage included:

- Going through the footage to choose the best takes. We invited our client to participate in this process.
- Preparing an animatic version before working on the final versions of the videos.
- Working on the animated/motion design parts.
- Making sure all the components of a video – including music, visuals and any copy or speech – were aligned. For Divid, contemporary music with a strong beat served to set the pace and give the videos a dynamic identity.
- Making the final edit with high-resolution frames.
Rhapsody's creative department ensured that the videos felt vibrant and authentic in line with our client’s message.

## An eye-catching video attracts audiences and answers clients' needs

Year after year, video remains a clear winner as the most engaging form of content. When done right, video content serves both the audience and brands. A well-thought-out video is therefore the best possible marketing tool brands can use and is well worth the investment, especially for a launch. 

![A group of people including both agency staff and models standing together in the photo studio .](https://rhapsody.ams3.digitaloceanspaces.com/f504b8981b52e69c38809295b6d581f4.png)

**Divid’s campaign proves it is possible to communicate a lot of information to a highly diverse audience. The trick is to get your message across simply and clearly. This will only work if you find the right angle and a style that appeals to the target groups while being in line with the brand's identity. This is why Rhapsody always examines the needs of the target group first: our findings will be the basis for creating an appealing storyline that we’ll then tell using cutting-edge tools and technology. If you are looking for a reliable partner who will work on your project with a great deal of care and deliver outstanding results, [contact Rhapsody](https://www.rhapsodymedia.com/contact-us).**

Dominika Cygan