Illy
Omnichannel Digital Campaign for Product Launch in the Coffee Industry
An omnichannel digital campaign for product launch is a powerful way to present new products in real-world and digital settings. These campaigns combine creativity, technology, and location strategy to deliver high-impact visuals where people already are—on the move and online.
Unlike traditional digital ads, omnichannel campaigns engage through movement and depth. They can immerse passers-by in storytelling and bring a new level of interaction to product communication. When launching something new, brands need to stand out—and content makes that possible. It sparks curiosity, creates emotion, and drives attention from the first moment.
About Illy: Premium Coffee Brand with a Global Identity
Illy is a world-renowned Italian coffee brand. Founded in 1933 in Trieste, the company has become a global symbol of taste, quality, and innovation. Illy produces blends made exclusively with 100% Arabica beans and distributes its products in over 140 countries.
More than just coffee, Illy represents a way of life. It combines design, sustainability, and cultural expression across all touchpoints. The brand often collaborates with artists and creatives, reinforcing its image as both refined and forward-thinking. With a passion for excellence and aesthetics, Illy leads with both substance and style.
The Challenge: Designing an Omnichannel Campaign for Product Launch Across Urban Touchpoints and Social Media
Illy needed a fresh and engaging way to introduce its new X-Caps—an innovative capsule format powered by cutting-edge technology. The challenge? To create a product launch campaign that would work across multiple channels, formats, and environments, both in digital and physical spaces.
The brief required full production of DOOH and FOOH launch content for Milan’s busiest areas, including The Corner Garibaldi and the Porta Nuova circuit. At the same time, the visuals had to be adapted for Meta and TikTok, keeping consistency across online platforms.
Additionally, the campaign needed to generate interest in Illy Space, a temporary pop-up store in Piazza Gae Aulenti. This space was designed to offer a hands-on, immersive brand experience. Our content had to attract attention on the streets, generate online buzz, and guide people towards the store—all while maintaining Illy’s visual and messaging standards.
Our Solution: 3D Anamorphic and FOOH Content for a Seamless Brand Activation
We began with a striking 3D anamorphic video, tailor-made for The Corner Garibaldi. This format created an illusion of depth, making the visuals pop and stop passers-by in their tracks. It was an ideal execution for high-traffic environments.
For the wider DOOH launch campaign, we filmed and produced a Fake Out of Home (FOOH) video, which was shown across the Porta Nuova network. This piece was then adapted into vertical cuts for social media platforms, including Meta and TikTok. This ensured the content remained relevant, immersive, and platform-specific.
To build momentum before the store opened, we designed static visuals for a “Save the Date” rollout. These assets were used in both physical and digital channels to spark curiosity.
We also produced a second 3D video, displayed inside Illy Space. This ensured the immersive experience continued from the street right into the pop-up. Finally, we created press assets and launch-ready media content to help Illy extend its reach through earned channels.
The Benefits: Strengthening Brand Presence Through an Omnichannel Product Launch Campaign
This launch-focused digital campaign allowed Illy to showcase its innovation across Milan in a unified and impactful way. The integration of DOOH, FOOH, and social content gave the brand strong visibility on every platform.
By combining creative storytelling with high-tech formats, the campaign reinforced Illy’s image as a leader in both product and communication. Each content supported the product launch by drawing people in, making them curious, and guiding them toward the immersive experience at Illy Space.
The use of 3D content and coordinated messaging across environments showed how omnichannel digital campaigns for product launches can go beyond display—they become a complete brand journey. This approach strengthened Illy’s connection with its audience while showcasing the brand’s attention to innovation and design.
