Major leading home appliance brand, Beko, is back on TV with ads highlighting its stylish 9kg Excellence washing machine and built-in range, which feature the brand’s popular ‘Baby Billy’ character. With the ads kicking off during March 2013, housebuilders will be able to see the campaign featuring a series of hero spots over its six week run on national prime-time broadcast, and Video On Demand.
As well as 20-second ads, the campaign includes a 10 second extension to amplify the brand’s status as an Official Supporter of The FA Cup.
The washing machine ad features the popular ‘Baby Billy’ character with a voice-over from household favourite Caroline Quentin explaining the product’s large capacity and time-saving benefits, showing how it can genuinely make life easier for the busy modern family. Set in a family kitchen, the TV creative features a mum seen using her washing machine, while the voice-over highlights the 39 minute quick wash cycle and stylish extra large chrome porthole door for easy loading.
The new 10 second add-on includes a shot of The FA Cup, panning down to show it on top of Beko’s 9kg Excellence washing machine, and a football being kicked into the drum. The extension highlights the chance for five families to win tickets to The FA Cup Final at Wembley (11 May 2013). There’s PoS support in-store too.
Teresa Arbuckle, marketing director at Beko plc, comments: “Following the success of last year’s TV campaign, it is great to be back in people’s living rooms, particularly highlighting our position as The Official Supporter of The FA Cup. We see the campaign as especially reinforcing awareness of our Beko Built-In appliances range amongst housebuilders too.
“We always strive to ensure our marketing goes above and beyond the perceived constraints of the sector, and while some might say white goods aren’t sexy, Beko begs to differ.
“As in the latest TV creative, we endeavour to speak to consumers in an everyday tone of voice, cutting out technical jargon and making the sector much more accessible. This strategy has paid dividends for us and since our TV campaign first aired last year Beko’s overall brand awareness has increased to over 80%.”
