Beko - "The Beko Inheritance" by Epica Awards 2024

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TitleThe Beko Inheritance
BriefProducts today are designed with a fixed lifespan. It’s called planned obsolescence and it’s even prevalent in the home appliance segment.Beko, however, has been long breaking the trend by prioritizing durability and investing in extensive testing of their appliances.To reach a large audience and create buzz around this, we couldn’t just launch a traditional campaign. We needed to break category codes and come up with an innovative idea that would create conversation, attract attention and achieve press coverage.We created a first of a kind initiative that allowed Beko customers to pass on their appliances to their loved ones by turning them into official inheritance. By consulting legal experts, we drafted the Beko Inheritance Addendum and launched it in 3 markets across Europe and The Middle East.A film crafted with attention to detail nodding to the popular murder mystery genre and an extensive influencer campaign led consumers to the website where they could personalize and download their own Addendum. Consumers could find the Addendum next to the user manuals in select retail locations across the 3 markets.By hijacking one of the most long-standing institutions of all time of all time, we showed the Beko appliances are here to stay. Maybe even longer than their owners.
Agency
Campaign The Beko Inheritance
Advertiser Beko
Brand Beko

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