Beko has unveiled its biggest multi-channel campaign to date, which aims to reach 48 million adults across the UK; its campaign will run from 1 May to the end of July and will feature on TVs, social media, retail media and activation.
It will focus on reliability, shining a spotlight on Beko’s testing process; it highlights how Beko appliances undergo stress-testing to ensure lasting durability, ensuring they withstand the test of time and continue to simplify everyday life.
Marketing Director at Beko Plc UK & Ireland, Vijay Bhardwaj, said: “After the success of our previous campaigns on our Beko built-in range and HarvestFresh innovation, we are thrilled to be back on TV and digital media this year, showcasing our commitment to quality and reliability.
“At Beko, we believe in not just selling appliances but building consumer trust. This campaign reflects our dedication to designing and making products that make daily life easier, showcasing the meticulous testing that underscores the reliability of every Beko appliance.
“In a time where the cost of living continues to rise and every purchase is considered and assessed, we are proud to launch a campaign that showcases the lasting quality at the heart of the Beko brand.”
Beko’s campaign will be reliability focused and based on its research and consumer insight, with 31 per cent ranking reliability as their top priority when shopping for home appliances.
The manufacturer recently revealed the news of its merger with Arçelik and will now operate as Beko Europe – read more about it here.
Its TV ad, scheduled to appear in programmes like Britain’s Got Talent, Celebrity Bake Off: Stand Up To Cancer, Sky Football Premiership Games, GoggleBox, and the Emilia Romagna Grand Prix 2024, depicts a family managing a busy child’s birthday party, showcasing rigorous testing stats for Beko appliances throughout.
Beko has also invested in collaborative, market-wide, multi-channel retailer campaigns to enhance the entire consumer purchase journey. These initiatives aim to drive conversion by leveraging engaging point-of-sale (POS) materials and a tailored retail colleague training programme.
As part of the bespoke training programme, Beko has incorporated the “stress-tested” message into its theme, advocating a stress-free experience with Beko appliances. To reinforce this message, colleague engagement boxes have been distributed to support the campaign. These boxes include stress-relief goodies such as bath salts and stress balls, along with a comprehensive training guide.
