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Beko
Eat like a Pro

RAN IN: Russia

CLIENT
Beko LLC

AGENCY
OMD Media Direction *Lead Agency


The Soll


APM


SUMMARY

With market share 3,5% Beko in Russia failed to show as good results as in other markets and didn't build brand familiarity. We realized: only technologies are not enough for consumers. Home appliances is what daily helps parents to take care of their kids. But how to persuade little ones to eat healthy? How to switch them from gadgets to outdoor games? With the new communication platform "Eat Like a Pro" Beko answers: by inspiring them with their heroes!We received more than 8500 responces from consumers and sport stars.Results 2018: sales growth +47%; "brand familiarity" reached 52%.

CASE VIDEO


Audience: Male & Female, 25-45 yo.Young parents, families with kids.New generation of families who are up to date with technologies, leading enjoyable and healthy lifestyle for them and their families. Actively seek out for options to enhance their overall heath and well-being and live in work-life balance.Residents of big cities. Average & above average income.New families, recent owners of their own real estate.While choosing major domestic appliances look for best price-quality option, because can not afford or do not want to buy top-price brands.

Objectives: Commercial goal:Sales growth +30% vs. 2017 (-19% in 2017 vs. 2016)Market share +0.5pp vs. 2017 (-0.8 pp in 2017 vs. 2016)Marketing goal:increase spontaneous brand awareness +1 ppincrease total brand awareness +3 ppincrease "brand familiarity" creteria +5 ppCommunication goal:Relaunch Beko brand with new communication message;Effective goal: Double check 360 marketing support effectiveness, by applying full and correct marketing mix for the first time and paying attention to all communication channels and consumers touch points.

Type: B2C

Language: English, Russian