# Lavazza

> AB&C devised a plan to increase awareness of the latest FLAVIA machine among the people who really mattered and drive them to a new website to learn more.

- Canonical URL: https://abccreative.com/work/lavazza
- Markdown URL: https://abccreative.com/work/lavazza.md
- Capabilities: Research and Strategy, Digital Marketing, Web Development, Video Production
- Hubs: Biz to Biz
- Industries: Professional

## Tagline

Brewing Up the Ultimate Office Hack

## Intro

What’s more “B2B” than marketing an in-office coffee maker? Lavazza treated their Flavia machines accordingly—marketing to the office, rather than thinking about the real decision-makers who make the office run. But workers aren’t buying $1,500 commercial-grade, do-it-all coffee machines. Office managers are. AB&C devised a plan to increase awareness of the latest FLAVIA machine among the people who really mattered and drive them to a new website to learn more (and hopefully treat their office to some really cool new hardware).

## Strategy

To get there, we put office managers and HR representatives on a pedestal, acknowledging their value, celebrating their achievements and offering them the one thing they really want: help around the office and for other people to get off their backs. This new machine made a million flavor combinations. It made their lives so much easier. It did everything. While the Lavazza sales team was all over the country doing product demos to showcase that fact, we expanded our media buys into key areas to back them up.

## Success

When it was all said and done, the results of our efforts were as impressive as the new machine. Lavazza saw a 20% increase in leads over the life of the campaign, with an 85% increase in organic search traffic over the previous period. Better still, direct traffic to the page increased 255% over the period before the campaign. But the greatest success of all? Getting one of these bad boys to put in our break room for uh … research purposes.