Beko: Consideration uplift

Beko, one of the world's leading home appliances brands, launched a multinational campaign (in seven countries) to challenge the perception that its products have a lower value than they are actually worth.

Campaign details

Brand: ArcelikAgency: Ingage MediaRegion: EMEA

Strategy

Objective

This multinational campaign aimed to increase consideration and the price index scores by strengthening quality perception. Following this goal, all assets, including website UX, were based on VOC research studied for this purpose. Four pillars were identified to reach a wide audience: "Replacing a Product", "Relocation & Renovation", "Getting Married", "Having a New Kid" and digital audiences were segmented accordingly. Consumers were led to category websites to obtain all the technical information in a form that they could easily consume and check the consumer reviews. At...

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