BRIEF

Tchibo needed to introduce the Esperto Mini Grey – claimed to probably be the world’s smallest automatic espresso machine – to a Romanian audience that values quality coffee but often lacks kitchen space. The challenge: how do you make “small” feel like an advantage rather than a compromise, in a market where “bigger = better” still dominates?

CONCEPT

Mic. Mare lucru. (Small. Big deal.)

We turned size into story by building an interactive puzzle experience that mirrors the product promise: precision in small spaces creates something complete. The landing page invited users to reconstruct the Esperto Mini piece by piece – a metaphor for how every detail matters in brewing the perfect espresso. Once assembled, users entered a competition, extending engagement beyond the initial interaction.

The editorial layer added depth: a visual piece on “Cum arată colțul perfect pentru cafeaua ta” (What your perfect coffee corner looks like) that reframed compact living not as limitation, but as intentional ritual. We didn’t sell a machine; we sold the pause before the day presses play.

DELIVERABLES

• Custom interactive landing page with puzzle mechanic + competition integration
• Native editorial article (Libertatea) with natural Tchibo visual integration
• Cross-platform distribution via Ringier’s network

PERFORMANCE

10k Page Views, 3k Participants, 2 min. 11 s Avr. Spent Time on site, 188k Social Media Reach