Shaken & Stirred - Influential Brand Profiling and Positioning

[Watch] .. Beko kicks off partnership as ‘official partner of play’ to FC Barcelona

Beko has launched a new long-term communications platform that will position the brand as the ‘Official partner of the everyday’.

The Official partner of the everyday will establish Beko as a truly consumer centric brand that supports real peoples’ needs every single day, whilst celebrating the kitchen as the heart of the home for modern families.

The campaign is based on an understanding of real peoples’ lives and needs, and the everyday frustrations they are having. Beko provides meaningful solutions through a wide range of fast and clever products that are flexible to the real needs of people at every stage of life and shows how people can rely on Beko as their everyday partner.

A series of six TV spots will be created and aired in more than 30 countries worldwide throughout 2016 to launch the campaign, whilst the brand image film will be promoted on YouTube across 25 key markets. Additional 360° support will be provided, including print, outdoor, digital and in-store communication, to increase campaign awareness.

Beko will be leveraging its four-year deal as Premium Partner of FC Barcelona to support the new communications platform. All football-facing activity will position Beko as the Official partner of play – building on the Official partner of the everyday but tying into the club’s reputation of playing skilful, attacking football with freedom and a smile on the face both on and off the pitch. Beko supports people in their busy lives by providing faster and more flexible home appliances, giving them more time and freedom to ‘play’ every day with the spirit of FC Barcelona.

As part of the Official partner of play campaign, some of FC Barcelona’s world class players have been turned into playful animations to put smiles on the faces of football fans and the wider audience. The animations will be integrated into digital and social media channels including real-time engagement throughout big matches, such as the upcoming El Clásico (FC Barcelona vs. Real Madrid) on April 2nd 2016 – the biggest game in club football around the world that reaches more than 500 million TV viewers globally.

Tülin Karabuk, CMO at Beko Global, said: “Beko knows that every day there are people who need solutions for their busy and often unplanned lives. Therefore, we ensure all of our products are designed with our consumers’ everyday needs in mind. We are the official partner of their everyday and we’re excited to be rolling out a new large-scale global communications platform to millions of people over the coming months, starting at the much anticipated FC Barcelona vs Real Madrid El Clásico match at Camp Nou on 2nd April.

At Beko, we believe a true partner is not just a sponsor – a true partner stands beside people. This is why Beko is the official partner of everyday life.”