In the overcrowded coffee market, in which the innovation represented by capsule systems has taken over, the use of the Moka is the prerogative of a niche of people passionate about the Italian taste for slow living.

The task was clear: we needed a smart and low budget idea to reconnect with our foreign customers base, making Bialetti Moka, the symbol par excellence of Italianness, stand out abroad and raise awareness.

The target of the campaign are all potential consumers of Moka in the world (in particular the USA, France and Germany markets), which we have identified at the personas level as lovers of Italian slow living and, more generally, of the Italian way of life.

We reached them through social media, targeting those who have shown interest in the key aspects of Italian living, from Italian food lovers to Venice tourists, sharing with them the CTA to try the Moka ringtone.

The core of the project is the recording of the Moka's gurgling, with a craft that brings it closer to an ASMR track. So we made it available for download on the website www.themokasound.it, in a format suitable for being easily set as a smartphone alarm clock.

The video hero with the CTA to download is the main campaign asset: it tells the insight, empathizes with the user and engages him. In the funnel it works on awareness (soliciting the association between slow living and the Bialetti brand) and consideration (bringing traffic to the landing page to download).

The storytelling of the landing page supports the message and the information funnel focuses on the possibility of downloading the alarm.

The Moka Sound campaign reached 104 million users, with 35K downloads of the alarm, generating +1,606% of interactions compared to the average of the previous period, and a brand lift of 45.92%.

In addition, a + 3% was recorded in Bialetti's foreign sales.