Beko, the UK’s number one best-selling large home appliance brand*, is back on television with a £2million campaign set to reach 35 million adults over two months. The significant investment will see the brand driving consumer demand by targeting homeowners during peak season for laundry sales, from the beginning of October through to Black Friday.
Kicking off today (1st October), the 360 campaign will comprise heavyweight TV advertising, VOD, Sky AdSmart, digital, social media, PR and retail activation. The feel-good television advert, featuring FC Barcelona players, will air throughout October and November during prime time shows such as The Great British Bake Off, Long Lost Family, Britain’s Got Talent: The Champions, Coronation Street, Emmerdale and Gogglebox.
The television advert features Beko’s brand new laundry technology – AquaTech. The innovative new washing machines allow users to wash clothes in half the time, with twice the care. Specialist technology uses the natural power of water to clean clothes gently instead of with harsh drum movements. Water cascades from the top of the drum using powerful streams to effectively clean clothes, resulting in a wash that is up to 50% faster and 50% gentler compared to a conventional machine.
In-store, the below the line campaign will not only raise awareness of Aquatech, but also of the brand’s number one position, as the UK’s best-selling large home appliance brand. Designed to drive conversion and inspire further confidence, customers will be reminded of Beko’s number one position at the point of purchase. Retailers will have access to bespoke POS, collaborative multi-channel retail campaigns as well as dedicated sessions from the award-winning Beko training team. Primed with key information and statistics, the brand is ensuring retailers have all the tools they need to make this a very successful few months in the run up to Christmas.
Keval Shah, Head of Marketing at Beko plc UK & Ireland said; “AquaTech is the biggest launch of the year for Beko, and this is evident in the strategic marketing plan we’ve developed. We’re aiming to reach as many households as possible during peak season for laundry sales, through as many touch points as possible.
“Our television advert has performed brilliantly in consumer testing, and we’re very confident it will deliver on sales as well as massively boosting awareness of our best-selling range of home appliances.”
* Source Euromonitor International Limited; Consumer Appliances 2019 ed, as per major appliances definition, retail volume sales in units, 2018 data